The Schwan Food Company

Discover

The Chicago Town Pizza™ is one of the best-selling frozen pizza brands in the United Kingdom. When brand owner, the Schwan Food Company, developed a new frozen pizza that tasted as good as a fresh takeaway product, as their long term incumbent design agency we were commissioned to design the packaging.

Schwan’s had worked hard to get an opportunity to launch this product across three SKUs in Tesco and so to secure that listing we had to make sure that the pack design delivered to brief. It was important this new offering should gain additional customers to the frozen pizza sector rather than cannibalize their existing client base.

Create

Our research said that in the crowded and competitive frozen pizza market it was essential the new pizza stood out and immediately communicated its authenticity. Our proposition was ‘Don’t be like a takeaway, BE A TAKEAWAY!’ We proposed to take the look and feel of takeaway pizza cartons and put it straight in the supermarket freezer.

This fresh new approach broke all the conventions of the market place with no big product shot on the pack front, a brave step for Schwan’s. Instantly giving it a point of difference and a strong on-shelf standout commensurate with the products authenticity.

Deliver

With no direct media support the product achieved first year trading revenues of £7.5m. It also brought in 1.2m new customers to the frozen pizza category. 62% of its sales were incremental to the category.
The range increased to six SKUs with the launch of ‘medium takeaway’ in its first year.