Agency: Brazen PR
Client: Chicago Town
How's this for a piece of inexpensive and impactful PR!
Chicago Town has transformed its manufacturing hometown of Leyland into the windy city in a one-off guerrilla stunt to support a nationwide sampling roadshow.
The sign welcoming people to Leyland was replaced with one welcoming them into Chicago Town.
Schwan’s Consumer Brands, makers of Chicago Town pizzas, wanted to create a buzz get local people excited about the role Leyland plays in manufacturing pizzas. The company employs around 300 local workers.
Spokesperson for Schwan’s Consumer Brands, Lisa Stoneley, said, “The Chicago Town Takeaway Roadshow has been a huge success in each of the six cities already visited but we wanted to do something special to celebrate our homecoming to Leyland.
“The idea to do something spectacular aimed to get local people excited about the brand and recognise the role Leyland plays in manufacturing over 600,000 pizzas every day.”
She added, “The stunt has been a massive hit with our consumers who have visited our sampling van in droves for their free slice of pizza."