Retail pizza brand Chicago Town has launched its first dedicated deep-dish campaign in over a decade, which aims to drive a comeback in the frozen category.

The brand invested £800k as part of a new campaign to re-engage with the younger demographic and promote the core products within its portfolio.

Alongside the marketing campaign, the brand is also launching a new original deep-dish BBQ chicken flavour which features Chicago Town’s signature BBQ sauce that is HFSS compliant.

Rachel Bradshaw, marketing manager, Chicago Town, said: “Deep Dish is a true category icon, and this £800k investment marks a bold new chapter in its history. We are unapologetically reclaiming its cultural edge, reimagining the format to ensure it resonates with the 18–25 demographic.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

“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.”

The advertisement revolves around framing the Deep Dish as an individual comfort food for consumers between the ages of 18 and 25.

This campaign is set to roll out from 9 March onwards for eight weeks and is expected to reach 66 per cent of 18- to 25-year-olds.

The marketing activity will span across out-of-home campaigns in city centres, rail and shopping destinations, large-format placements in student accommodation and flyers in key urban locations.

Additionally, the brand plans to expand its target audience reach by posting social content and appearing on two-hour live Twitch gaming streams.