Chicago Town Pizza: how advertising built a big brand that built an even bigger company
Chicago Town Pizza: how advertising built a big brand that built an even bigger company
Chicago Town Pizza: how advertising built a big brand that built an even bigger company
Overview of the campaign for Chicago Town Pizza which from 1991-to-2001 had transformed from a predominantly own-label company into the UK's largest manufacturer of branded frozen pizza. TV support started in 1996 which resulted in prompt increases in share. On an ad investment of £6.8 million, ROI was over 300% and by 1997 it was brand leader.