Chicago Town, the frozen pizza brand from Dr. Oetker, has launched a limited-edition pack design for the duration of the European Championship.
Accompanied by full marketing support, the pack will be available exclusively for the limited-edition Chicago Town Takeaway pulled beef brisket pizza, available across major retailers until the end of the tournament in July.
The activity is backed by a digital and social campaign and aligned to key promotions running throughout the tournament, offering consumers the chance to get in the game with the “ultimate pizza hit”.
Supporting the shopper marketing activity, Chicago Town is launching an online game called The Doughball Challenge, bringing to life the excitement of a penalty shootout in a simple, fun and addictive way through a specially created microsite. The game will offer players the chance to instantly win hundreds of prizes, as well as weekly prize draws for top prizes including a 50” TV and sound bar.
The Doughball Challenge will be amplified on social media along with other football competitions such as Spot the Ball and Guess the Score, timed around key games to add to the build-up and big-match excitement.
Richard Cooper, senior brand manager for Chicago Town, said: “We’re excited to be championing the football-watching experience for fans by introducing an authentic and tasty Euro-themed treat to market. With England, Wales, Northern Ireland and the Republic of Ireland all participating in the tournament, the opportunity for retailers to capitalise on this event is bigger than ever.
“This activity will be key to driving value growth, especially in the convenience channel to maximise impulse purchases. The limited-edition packaging will stand out in freezers and will make Chicago Town the obvious choice for football fans during the tournament.”
Chicago Town recently announced a new masterbrand campaign, TV creative and through-the-line marketing plan, representing an investment of over £5.5 million for 2016 alone.
The brand has also been at the forefront of innovation in the hugely competitive frozen pizza category. The advertisement supported the launch of seven new products – available from March – including Takeaway pulled beef brisket, American hot, and medium-pulled cajun chicken; Deep Dish mega meaty, and meatball melt; plus Pizza Melt barbecue chicken.
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