With the latest series of the hit talent show kicking off this weekend, Dr Oetker's Chicago Town has launched a limited edition X Factor pizza, having struck a deal with FremantleMedia Enterprises.
The pizza, in-store from this month, features an on-pack promotion offering consumers the chance to win pairs of tickets to watch the show live every month from October. X Factor merchandise including karaoke machines and Chicago Town Pizza Kits consisting of oven gloves, pizza cutters, wet wipes and money off vouchers, are also up for grabs.
The launch is being supported with a £2 million above and below the line marketing blitz. This includes a four-week TV advertising campaign, plus on and offline PR and a social media drive.
Chicago Town's digital plan includes the launch of a Facebook Party Planner app, which will enable fans to invite their friends to a Chicago Town Takeaway party at their homes. One of those fans will then be selected to win the 'Ultimate Saturday Night In Party', with a personal appearance from one of last year's finalists in their living room.
"The strategy with our Takeaway brand has always been about driving new consumers into the category and building on the 'weekend/big night in' eating occasion," explained Paula Wyatt, marketing manager for Dr Oetker.
"Tying in with a household brand like The X Factor enables us to communicate this message effectively and affirms our stake in this arena, plus allows us to explore the benefits of a more integrated partnership. As market leaders, we have a role to play in setting the trends both with product innovation and creative delivery. But more than that, we have a job to do not only for our brand, but also the category."