Chicago Town has unveiled its first fully focused communications plan for Deep Dish in more than 10 years, aiming to redefine the format for a new generation and drive a comeback in frozen.
The campaign targets 18–25s and is backed by an £800,000 investment to re‑engage younger consumers. Rather than competing for total pizza consumption, the activity reframes Deep Dish around a specific, high‑intensity solo occasion, positioning it as fast, no‑fuss comfort food that delivers when cravings hit.
A central creative line flips a familiar phrase for younger audiences: where something might be dismissed as “it’s not that deep,” Chicago Town asserts that with Deep Dish, it is that deep — focusing on deeper flavour, satisfaction and enjoyment to refresh quality perceptions and keep the format relevant.
Product innovation underpins the push with the launch of Original Deep Dish BBQ Chicken, featuring Chicago Town’s signature BBQ sauce, mozzarella, chicken, and red and green peppers. The addition is fully HFSS compliant.
Activity launches today (9 March) for eight weeks and will reach 66% of 18–25s. The plan spans out‑of‑home advertising across city centres, rail and shopping destinations, large‑format placements in student accommodation, and flyposting in key urban locations.
The brand will also activate through social‑first content, online video, Vevo, and a two‑hour live Twitch gaming stream — aiming to embed Deep Dish into everyday life as “solo‑meal magic” for moments of intense craving.
