Chicago Town Pizza is naming rival brands for the first time in a £2m TV ad based on a blind taste test.

The campaign controversially tells consumers that Chicago Town's takeaway frozen-pizza range proved more popular in a taste test than similar pizzas from rivals Domino's and Pizza Hut.

It features a big group of people waiting for a bus, under a sign pointing to Chicago Town, while a smaller group are shown waiting for the bus heading to Pizza Hut and Domino's. A voiceover explains the result of the taste test.

The company said the fact consumers preferred a frozen product to established out-of-grocery players would boost the frozen-pizza market, which fell 2% to £331m [ACNielsen year to 7 October 2006].

"This is great for the category as it opens up a new revenue stream for the grocery trade, diverting spend from takeaway back into stores," said Paula Wyatt, senior brand manager.