Chicago Town renews X Factor deal

Samantha Loveday

By Samantha Loveday

August 22nd 2011 at 8:00PM
Chicago Town renews X Factor deal

Pizza brand launches limited edition for the second year running to tie in with talent show.

Having enjoyed a successful partnership in 2010, Dr Oetker's Chicago Town takeaway pizza brand is teaming up with The X Factor again this year.

The firm will launch a limited edition X Factor pizza to tie in with the return of the talent show on ITV.

Last year, the Chicago Town programme drove more than £7 million of incremental sales to the category and the campaign was hailed as the biggest and most successful for frozen pizza in the last five years.

More than 55 per cent of sales came from new shoppers and 38 per cent of shoppers who bought the pizza also engaged with the on pack promotion.

This year's promotion will offer the chance to share more than £2.5 million worth of prizes. Each week, X Factor fans will get the chance to win tickets to the live shows, cash prizes, pizza vouchers and behind the scenes sound check passes.

There will be additional opportunities to win tickets to the show and other branded goods through an application on the Chicago Town Facebook page.

In addition, the X Factor pizza will see over £1 million investment in marketing support, including in-store and PR.

"Last year's campaign was a huge success and we are excited and confident about partnering with Chicago Town again," said Mark Rosenegk, VP brand partnerships UK at FME. "There are many brand synergies - fun, dynamism and a share experience - and we are delighted to bring The X Factor back to the frozen category."

Paula Wyatt, Chicago Town marketing manager, added: "The X Factor is a huge brand and it is the most talked about property on TV for five months of the year. What we offer is a generously filled, authentic takeaway pizza which is great to eat while watching the show and a third of the price of our High Street competitors."