Advertiser: Dr. OetkerBrand: Dr. OetkerAgency: ZEAL CreativeCountry: United Kingdom
Chicago Town is the UK's number 1 frozen pizza brand with a market share of 28%.
It competes primarily with Goodfellas (15%) and with an increasing array of own label alternatives; all of which use discounting to regularly steal share from each other.
As a frozen brand it is also constantly under pressure from a rise in the sales of chilled pizza which are seen as higher quality.
In 2017 Chicago Town launched its new 'Pizza Kitchen' brand; a lighter pizza...