During the year the Schwan’s Consumer Brands label transformed its hometown of Leyland in Lancashire into the windy city of its namesake in a guerrilla stunt in support of a nationwide sampling roadshow.
It replaced the sign welcoming people to Leyland with one for Chicago Town. The aim, reports the company, was to get people excited about the role Leyland plays in manufacturing pizzas – the company employs 300 of Leyland’s inhabitants – and drive them to the Chicago Town takeaway van for a free slice of pizza.
Lisa Stoneley, spokesperson for Scwhan’s says: “The Chicago Town takeaway roadshow has been a huge success in each of the six cities already visited but we wanted to do something special to celebrate our homecoming to Leyland.
The idea to do something spectacular aimed to get local people excited about the brand and recognize the role Leyland plays in manufacturing over 600,000 pizzas everyday.
“The stunt has been a massive hit with our consumers who have visited our sampling van in droves for their free slice of pizza.”
2007 £73.8m
2006 £65.9m
yoy change 12.1%
