Chicago Town Deep Dish
CLIENT: Dr Oetker / Chicago Town

In a highly competitive marketplace, sales of Chicago Town Deep Dish Pizzas were going backwards fast. A solution was needed to arrest the decline and ensure the long-term health of the brand.

The Design Group (tdg) were commissioned to update the brand and carry it to an extended target audience. With consumers being misled by the existing packaging, tdg carried out a comprehensive redesign to communicate the product proposition – ‘full of taste, from brim to base’. This was achieved by creating a ‘brand smile’ logo underline, removing the main logo panel, and using a product image showing the unique walled structure of the pizza base.

In the 52 weeks to 18 April 2009, the drop in sales was translated into a 14.9% growth, with penetration figures hitting an all-time high. And in May 2009, Chicago Town Deep Dish became the UK’s number one frozen pizza brand.