Paula Wyatt, Head of Marketing – Pizza, at Dr. Oetker said: “This year we’re taking a holistic look at Chicago Town and are delighted to re-launch the brand with an exciting creative campaign, which both celebrates our Chicagoan heritage and full range of pizzas.
“While our pizza sub-brands continue to perform well, the category is evolving and is more competitive than ever so, we felt the time was right to re-launch our masterbrand in a unique, engaging way.”
Don McGrath, Chief Creative Officer at Leeds-based creative agency Home, said: “When we first met Chicago Town their passion for pizza, ingredients and what goes into a Chicago Town pizza was infectious. So we said, let’s create a campaign that puts pizza front and centre; amazing shots, alongside headlines that made you want to lick your lips, and the TV screen too. We brought all of this to life with a great track – Frank Sinatra’s ‘My Kind of Town.”
Peter Burling, Client Services Director at Manchester’s Brazen PR, said: “Chicago Town continue to amaze us with their forward-thinking and engaging brand activity, and this re-launch is no different.
“We’ve got some really exciting activity in the pipeline which amplifies and mirrors the superb new creative, in particular the brand’s Chicagoan roots and ‘go to town’ philosophy.”
Grant Marshall, Creative Director of branding and digital design at Newcastle digital consultancy Decide, said: “We’ve evolved the design of the Chicago Town brand for packaging and the web to confidently communicate its leading brand status, creating a disruptive design architecture which differentiates from the competition in the freezer and aids shopper navigation.
“Visual and verbal equities have been developed which clearly communicate the brand’s American-inspired roots; from a new, improved brand marque and big, bold blue graphic panels which unify the range and improve brand-blocking at fixture to serving suggestions which ooze taste appeal.
Lisa Thomson, Planning Director at Manchester’s Wavemaker, said: ”A big and bold creative is being supported by an equally big and bold media plan, which sees us take Chicago Town into new media environments for the brand.
“We’ve loved being a part of this Chicago Town journey and believe this is a real step change for the brand. We can’t wait to see it on our TVs, PC’s and cinema screens.”
