Chicago Town has committed £4.5 million to a new campaign designed to challenge the notion that frozen pizza is only for quick fixes and meal-time emergencies.

Launching on 3 October, the TV ad urges pizza lovers to ‘Feed Your Urge: Go To Town,’ emphasising the insight that a craving for a satisfying pizza is hard to ignore.

The new multi-media campaign for Chicago Town includes significant investment across TV, cinema, video-on-demand, YouTube, social media, and a national outdoor campaign, featuring large format, rail, and bus placements.

“Over the past few years we’ve successfully unified the brand under our real taste of Chicago Town positioning, developing the range and campaign platform to showcase our Chicago-inspired, indulgent pizzas,” said Dr Oetker (the parent company) head of marketing Paula Wyatt.

“We are excited to now take this to the next level, demonstrating to all pizza lovers that satisfying that all-out craving for delicious indulgent pizza comes from having it always to hand in the freezer.”