Following a year-long consumer research project, the frozen-food company has introduced fresh packaging, positioning its products as 'tasty'.
The packaging, designed by The Design Group, will roll out over the next two weeks. It features a revamped Chicago Town logo.
The range will be backed by a £5m marketing push, which kicks off with a TV campaign this week. The ads, also created by CheethamBell JWT, promote the brand's individual Deep Dish pizzas.
The work introduces fresh creative and the strapline 'Tuck in', which will also feature on all its products. In addition, the revamped packaging uses the strapline 'Full of taste from brim to base'.
A website to be launched simultaneously to support the 'Tuck in' proposition, will target mothers and children.
Chicago Town marketing manager Paula Wyatt said the positioning would achieve standout in a market where 'consumers are bombarded with messages of virtue, worthiness and provenance'.
Last year it was announced that Chicago Town was being bought by rival frozen pizza company Dr Oetker. The deal is expected to go through later this month.
Chicago Town recently announced strong 2008 results, with sales up nearly 8% for the 52 weeks to 29 November 2008. However, it still trails Northern Foods-owned Goodfella's Deeply Delicious brand as the UK's biggest-selling frozen pizza.
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