Dr. Oetker: Take the Mayhem out of Mealtimes

Chicago Town, a frozen pizza brand, promoted its new Pizza Kitchen brand in the UK by creating pack promotions and a radio campaign that took the stress out of mealtimes during the back to school period.

Campaign details

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...

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