According to the people at Chicago Town the credit crunch looks set to deliver a very handy boost to sales.
Not surprisingly mums are looking for value for money meals for the children and frozen pizza seems ideally placed to deliver. Its portionable, comes in various sizes with various toppings and there’s little or no waste.
The sad thing is many people have been brainwashed into thinking that frozen is dull and chilled is better – and that’s not necessarily true.
“We are mounting a crusade against boring food,” says Paula Wyatt, marketing manager at Chicago Town. “We want to add some excitement into frozen food and urge consumes to ‘tuck in’ to the food they love.”
According to Wyatt Chicago Town sales grew 7.9% last year and she believes there’s more growth to be had. “We have to recapture young adults and family usage to grow the brand further. We need to remind them about the taste and experience of eating pizza.” And that is why she is spending £5m on the brand – see below.
There are two ads appearing on our screens now. One encourages mums to buy Chicago Town while the other targets young adults and highlights the fact that Chicago Town is ‘not for sharing’.
The frozen message is not a new one but, in these uncertain times, frozen food could justifiably get the sales boost it needs.
