Chicago Town Pizza is launching a television advertisement as part of a £2 million marketing campaign focusing on its new brand proposition of “Tuck In” tonight (April 17).
The chain is battling for share against rivals such as Pizza Hut and Domino’s and the campaign will focus on Chicago Town’s frozen pizza Takeaway range. The activity will use a “Voted tastier than Domino’s and Pizza hut” claim.
The campaign will be supported by a 100% money-back guarantee on more than 1.2 million packs if customers do not agree with the claim.
The national television campaign will run for eight weeks and the “Voted Tastier” line replaces a “Most people prefer” positioning. It is now extended across all three of Chicago Town Takeaway’s flavours. The campaign has been devised by CheethamBell JWT.
Chicago Town is now owned by Dr. Oerker and the Takeaway product and its packaging have also been overhauled.
Pizza Hut UK chief executive Alasdair Murdoch recently stood down and was replaced by Jens Hofma, chief executive of KFC Germany.