Pizza is a family favourite in most households, however there is often a guilt associated with serving it up midweek. In order to drive re-appraisal of the frozen pizza category and to widen midweek appeal, Chicago Town launched The Pizza Kitchen.
Our product research with Mums told us they loved the crispy crusts ("They taste like tiger bread!") and deli-style toppings ("Yum!") and that the kids left nothing on the plate ("Not even a crumb"). In fact our Mums were so vocal about their love for The Pizza Kitchen we thought we'd use their words verbatim. So we created a launch campaign by Mums for Mums.
"The Word On Everyone's Lips" was born!
"The Word On Everyone's Lips" campaign centres around a partnership with Heart FM, fronted by DJ and busy mum Jenni Falconer.
The partnership included promotional airtime with brand tailored adverts, sponsorship, competitions, a dedicated online hub, homepage takeovers, social and online display ads. Heart listeners also had the chance to claim “Free” pizza coupons to redeem in-store.