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Focusing on its Takeaway range, the TV campaign, breaking this week, offers consumers a 100% money back guarantee which will be replicated on pack.

It introduces a new strapline, ‘Voted tastier than Domino's and Pizza Hut', which is a progression of brand's previous claim, ‘More people prefer'.

Chicago Town has also changed the packaging with the introduction of a new pizza pan for consumers to cook the product on while the box has been resdesigned to create stand-out on shelf and a takeaway feel.

Chicago Town marketing manager Paula Wyatt said: ‘Because of Takeaway's innovation of fresh dough from frozen we can take on, head to head, what consumers believe is the benchmark for pizza - high street takeaways.'