Chicago Town

Chicago Town is already the UK’s No.1 frozen pizza brand. But it has bigger ambitions – to take on takeaway and claim a larger share of the total pizza market. To do that, it needed to build emotional heat, not just mental availability, and become a brand people crave, not just stock up on.

In a world where pizza is getting ever more reserved and refined, Chicago Town stands for something different. It’s a brand that doesn’t hold back – with toppings on toppings, and cheese pulls that go all the way to Chicago. Inspired by the buzzing culture and energy of its name sake city, they’re here to make your everyday more epic – always turning up the energy, and flavour without you ever needing to blow the budget. 

Chicago Town’s all-in attitude is the beating heart of the unifying brand platform ‘Go to Town on it’. It’s a mindset that says ‘if you’re going to do something, go all out on it’ and it’s the embodiment of the Chicagoan spirit.

As Chicago Town’s creative partner, Quiet Storm developed the first major campaign under this new platform, ‘Feed your Urge’ – a rallying cry to lean into your cravings and answer those can’t-shake-it pizza pangs with a proper hit of Chicago Town, straight from our iconic blue freezer. Bringing swagger, carnal indulgence (and a hint of the surreal) to the frozen aisle, it makes use of a new and distinctive sonic brand device – the urgent call to ‘go to town’, cementing the phrase as a recognisable asset across all our comms.

Alongside the creative campaign work, as Chicago Town’s advertising agency, Quiet Storm has been encouraging people to ‘Go To Town’ in every channel, at every touch point. We’ve rewarded real people going to town in real life – spotting high energy moments on social, and surprising them with free pizza. We’ve seen the launch of Chicago Beats – a social content series celebrating the latest pizza culture straight from the streets of the Windy city. This brings the UK back to where it all started – a place where no one holds back on their pizza.  And we’ve encouraged commuters to make Chicago Town their go-to at the end of a long day, positioning it as the pizza that brings Take Away taste without delivery delays, using train-style departure boards in OOH to land our always-on-time message.

The creative campaign delivered Chicago Town’s highest ROI in three years, with an immediate 13% uplift versus previous activity. It also hit the 91st percentile on Kantar’s key Short-Term Sales Likelihood (STSL) measure – proving the brand platform doesn’t just get attention, it drives action too.