Chicago Town Pizza: how advertising built a big brand that built an even bigger company - IPA Effectiveness Awards Case Study 2002

Brief Description: Overview of the campaign for Chicago Town Pizza which from 1991-to-2001 had transformed from a predominantly own-label company into the UK's largest manufacturer of branded frozen pizza. TV support started in 1996 which resulted in prompt increases in share. On an ad investment of £6.8 million, ROI was over 300% and by 1997 it was brand leader. ;---(TAGS)--- Full Title: How advertising built a big brand that built an even bigger company ; Number: 2002/42 ; Brand Name: Chicago Town Pizza ; Client: Schwan's Consumer Brands ; IPA_ProductCoding: Food (Ready meals, convenience foods) ; Agency: BDH\TBWA ; Author: Nick Brookes, Ben Johnson, Nicole Ten Thij ;