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. Oetker Brand: Dr. Oetker Agency: ZEAL Creative Country: United Kingdom

Background

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.