Pizza brand urges diners to tuck in

 Chicago Town, the frozen pizza brand, is encouraging consumers to “Tuck In” to the food they love and shun boring meals, as part of a £5m campaign to promote the brand. The ads, which break on January 12, will support the relaunch of its individual deep dish pizzas.

The campaign, which has been created by CheethamBell JWT, has two executions, targeting its two key audiences. One ad, aimed at mums, will focus the need to provide exciting dinners, and the second will target young adults by highlighting that the pizzas are “not for sharing”. It is also launching a website to support the “Tuck In” positioning.

The packaging of the deep dish range has also been overhauled to support its new positioning, and will now use the strapline “full of taste from brim to base”. It has also reformulated some recipes and is introducing the new Supreme pizza, which has a topping of pepperoni, ham, peppers and onion and aims to have a more adult appeal.

Chicago Town, which is owned by Schwans Consumer, hopes the ads will build on its strong growth last year. According to IRI data for the 52 weeks to November 29, the brand grew by 7.9% year-on-year.