Chicago Town has announced the launch of a £4.5m campaign, titled “Feed Your Urge; Go To Town,” set to premiere on October 3rd.

The campaign aims to shift perceptions of frozen pizza, positioning it as a premium option that rivals high-street takeout.

Chicago Town plans to reach 90% of the country’s pizza lovers through a comprehensive marketing strategy that includes TV, cinema, social media, and outdoor advertising.

In addition to the campaign, Chicago Town is introducing four new products, featuring flavours such as Tear ‘n’ Share dough balls, Ultimate BBQ Stuffed Crust with Pulled Pork, and a revamped Magnificent Meat Feast pizza.

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The brand will also refresh its packaging to enhance product visibility and navigation, incorporating NaviLens technology to assist visually impaired customers.

Paula Wyatt, head of marketing at Dr. Oetker UK, said: “With four new pizzas launching, we’ve gone to town on our range ensuring we meet the needs of all pizza lovers. It’s no secret that frozen offers great value for consumers, what is surprising to some is the standout quality that competes with the high street take out brands too.”

The new products will be available in stores in the coming months, with an initial rollout of Tear ‘n’ Share dough balls already underway.

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