Brand: Chicago Town Pizza

Mission + Target:

• To build awareness and trial of the Chicago Town TakeAway range
• To communicate the results of a previous survey where more people preferred Chicago Town TakeAway than Pizza Hut or Dominos
• To sample freshly cooked Chicago Town TakeAway pizza and encourage purchase at the store using the brand platform of taste, convenience and value
• Introduce consumers into the frozen category who are currently buying delivery pizzas and in-store TakeAway meal solutions

Campaign:

• Total of 35 days sampling at Tesco, Sainsbury's, Morrisons and Asda plus a further 16 days at City Centres
• Production of 4m demountable trailer including a fully kitted out kitchen with catering ovens, 3 x freezers, double sink and enough space for 4 staff
• All supported by 20kva generator for power and 7.5ton freezer vehicle for 24 hour frozen stock
• PR activity aimed at regional radio stations sampling freshly baked Chicago Town TakeAway pizzas

Post Mission Evaluation:

• 201,000 perfectly cooked and delivered Chicago Town TakeAway pizzas over 51 days with an average of 3,938 samples per day
• 166,000 50p MONP coupons delivered
• Significant radio coverage achieved at 8 local radio stations

*Independent Research Results (2 weeks post event):

• 96% of consumers were more likely to purchase Chicago Town Pizza in the future having tasted the product
• 89% rated Chicago Town TakeAway Pizza as better value than Dominos or Pizza Hut
• Brand recall of 63.4%
• 54% of consumers rated the taste better or much better than they expected
• 57.7% of people questioned had recommended Chicago Town Pizza to either their friends, colleague or families – proof that over half the consumers who experienced the activity had become true brand ambassadors

*Carried out by Nutshell Research Ltd

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