In a bid to encourage consumers to switch from having pizza delivered, the Dr Oetker brand has added the message 'Voted tastier than Domino's and Pizza Hut' and a money-back guarantee to 1.2 million packs.
The image of a single pizza slice on the packaging has been replaced with a shot of half a pizza. And the pizzas now come with a 'pan base' that consumers can cook them on - doing away with the need for a baking tray.
Chicago Town said consumer research showing that 120 of 180 respondents felt Takeaway was tastier than Domino's - and the brand's 24% sales leap to £24.5m [IRI 52w/e 21 March 2009] - had given it confidence to feature a bolder message than the More People Prefer claim it had been using.
"Because we use fresh dough that is immediately frozen, we can take on what consumers believe is the benchmark for pizza - high-street takeaways," said company spokeswoman Paula Wyatt.
"We know our pizzas are tastier than our competitors - the independent blind taste tests have proved it for three years now - but for any consumers who are not fully converted, we've added a money-back guarantee."
This week's launch will be supported with a £2m marketing campaign including an eight-week TV advertising push that Chicago Town expects to be watched by over 10 million Pizza Hut and Domino's consumers.
In February, Domino's announced a 25% rise in pre-tax profits to £23m.