Chicago Town pizza is putting Deep Dish firmly back in the spotlight with its first fully focused communications plan for the format in more than 10 years, redefining its role for a new generation and driving a powerful comeback in frozen.
The brand is worth £168m RSV and enjoyed by over 9.3 million buyers. While Deep Dish remains a cornerstone of the portfolio, the brand has identified a significant window for re-engagement within the younger demographic. Backed by a substantial £800k investment, this new campaign is a strategic move to pivot Deep Dish back into the cultural zeitgeist, priming the format for a high-impact recruitment of the next generation of shoppers.
Rather than competing for total pizza consumption, the campaign reframes Deep Dish around a specific, high-intensity occasion: the moment when only Deep Dish will do. Insight shows that while pizza is often associated with sharing, Deep Dish is overwhelmingly a solo eating occasion. It is seen as individual, easy comfort food that delivers fast, no-fuss flavour when cravings hit.
Launching today for eight weeks, the campaign will reach 66 per cent of 18–25s. Activity spans high-impact out-of-home across city centres, rail and shopping destinations, large-format placements in student accommodation, and flyposting in key urban locations.
“Deep Dish is a true category icon, and this £800k investment marks a bold new chapter in its history,” said Rachel Bradshaw from Chicago Town. “We are unapologetically reclaiming its cultural edge, reimagining the format to ensure it resonates with the 18–25 demographic. This campaign is about more than just awareness; it’s about reminding a new generation of shoppers that when a craving is real, Deep Dish delivers, because it really is that deep.”