Chicago Town Encourages You to “Feed Your Urge”

A freezer, a dog and, most uncharacteristically, passengers on a busy commuter train, all start talking in the new integrated campaign for frozen pizza brand Chicago Town – the first by independent creative agency Quiet Storm since it won the brand’s ad account as lead creative and strategic agency in 2023. 

Chicago Town, owned by Dr. Oetker, is already the country’s biggest frozen pizza brand. Its brief to Quiet Storm is to build this popularity into ownership of the category, so that when people hear the word “pizza” they think “Chicago Town”.

Quiet Storm’s response is “Feed Your Urge”. This multichannel strategy is centred on that primal, can’t-get-it-out-of-your-head craving for a truly satisfying pizza – and how only Chicago Town can feed that urge, because they truly “Go To Town” on their pizzas. This is an evolution of Chicago Town’s brand strapline, which has been made into memorable mnemonic and celebrates the brand’s all-in, generous attitude when it comes to pizza.

This is brought to life in a 30-second film, co-directed by Trevor Robinson OBE and Seb Jamous which follows an ordinary guy who is on his commute home when he’s struck by a vision of his freezer telling him to “feed your urge”. 

Other passengers, including a Jack Russell terrier, then encourage him to “Go to Town” and satisfy his craving. Inspired, he rushes home to prepare a Chicago Town pizza. With its light, doughy crust and bubbling cheese topping, his urge is satisfied at last – much to his freezer’s approval.

OOH and digital assets continue to evoke the urge, showing Chicago Town Pizza in all its generous glory, with toppings on toppings, epic cheese pulls, and oven-bubbling deliciousness in every execution. 

Throughout the campaign, the ‘Freezer’ takes a key role, becoming an icy icon across all media touchpoints. It’s a reminder that oven-bubbling deliciousness can come from the freezer, showing consumers they don’t need to fork out for take-out to feed their urges. 

The Freezer will even appear in gigantic, interactive form at a Chicago Town branded Urge O’Clock experience in Birmingham as part of a wider PR campaign created by Brazen PR. 

Meanwhile, on social channels, content creators will produce comedic sketches of their own conversations with their freezers, coordinated by the influencer and social marketing specialists at SEEN Connects. 

Paula Wyatt, head of marketing (pizza) at Dr. Oetker, said, “We are very excited to launch this next chapter for Chicago Town that puts the freezer front and centre to break down consumer barriers on taste and quality of frozen.  It’s no secret that frozen offers great value for consumers, what is surprising to some is the standout quality that competes with the high street take out brands too.  Our new campaign celebrates our home in the freezer, as that is where you can really “go to town” on delicious satisfying pizza.”

Adele Meer, head of planning at Quiet Storm, said, “An ownable, memorable endline in a campaign is the holy grail of advertising, and by turning ‘Go to Town’ into a memorable chant, we’re excited to show everyone that only Chicago Town can truly feed your urge.” 

“Feed Your Urge” launches on 3 October, preceded by a weeklong teaser campaign. It runs for nine weeks in the UK and Ireland, on television, in cinemas, OOH, and social channels, with media planning and buying by Wavemaker North.