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Source: Dr Oetker

Packaging and logo have been redesigned ‘to bring the range together’

Leading frozen pizza brand Chicago Town is to kick off a £5m masterbrand push to herald its new-look packs and celebrate its US roots.

With the strapline ‘Pizza? Yeah, we go to town on it’, an advert will make its debut on Monday (20 May) across TV, VOD and cinema, comprising numerous close-ups of pizza followed by a shot of the Chicago skyline. The clip is set to Frank Sinatra’s ‘My Kind of Town’, a song praising Chicago – the city in which the brand was founded 27 years ago.

The ad will be supported by activity including social media, PR and shopper engagement. Its aim was to attract “new pizza fanatics who don’t currently buy, and expand usage across our range – which could deliver an additional £10m in brand value over the coming years” Chicago Town said.

It comes as the Dr Oetker-owned brand has given its portfolio a new look and feel, with packaging and logo redesigned “to bring the range together and encourage consumers to purchase across the range”. It has also renamed its Pizza Kitchen lineup Tiger Crust, and added the limited edition Loaded Cheese to its Takeaway Stuffed Crust selection.

“This year, we’re taking a holistic look at Chicago Town,” said Paula Wyatt, head of marketing for pizza at Dr Oetker. The frozen pizza category was “evolving and more competitive than ever, so we felt the time was right to relaunch our masterbrand in a unique, engaging way”.

Worth £114.9m, Chicago Town is the biggest brand in frozen pizza, having grown 2.2% in the past year (IRI 52 w/e 30 March 2019) – driven predominantly by its Takeaway Stuffed Crust and Tiger Crust ranges.