Chicago Town Pizza: Turning a small amount of dough into a substantial slice of the frozen pizza market

After the brand was launched in 1992, advertising turned round the brand's fortunes, moving from 4th to leadership of the frozen pizza market. The wide appeal of the claim to be 'America's best selling frozen pizza', worked well despite what consumers might think about the US itself. Brand leadership was achieved in the first year of the campaign on a support budget of £2m. £22m had been spent on campaigns in the previous five years.