Agency: BDH TBWA | Authors: Nick Brookes and Nicole Ten Thij |
Freschetta
How Advertising Brought the Pizza Market to it's Senses
BACKGROUND
Schwan's Europe, a wholly owned subsidiary of Schwan's Sales Enterprises in the US, entered the UK pizza market in 1992. By 1996, it had grown to become the largest branded frozen pizza manufacturer in the UK.
A major contributor to this success was The Chicago Town Pizza brand, which had become the UK brand leader in less than four years, an achievement that had been recognised by the brand winning both National and Regional IPA Effectiveness...