Are all pizzas equal?

No! In fact for most people frozen are the worst. BOGOFs are the only reason to buy.

As a small brand looking for category domination, Chicago Town could be forgiven for targeting category competitors in a bid to grab share. But that approach comes with its own problems... category switching offers nothing for the retailer. Same cash, different pot.

Our advice was to look beyond competitors in the aisle and target the in-home occasion... LIFE commissioned taste tests which showed that a £4 Chicago Town Takeaway pizza outperformed not only our frozen and fresh category competitors, but the established takeaway giants at four times the price. Armed with this compelling proof point, our hugely successful 'Voted Tastier than Domino's and Pizza Hut' campaign began...

Lead strategic and creative agency . Brand strategy . Advertising . Packaging design . On-pack promotions . NPD . Experiential sampling .


A ten year client relationship built on real-life insight and the 2014 MAA Award for Best Long-Term Campaign

To find out more get in touch