Schwan’s Consumer Brands has appointed Manchester-based Brazen PR to handle its Chicago Town account.
The agency has been selected following a competitive pitch involving at least three undisclosed PR firms and has commenced work on developing campaign activity for the Chicago Town Pizza range.
The 12 month contract is understood to be worth in the region of £150,000 and will involve a series of campaigns to promote the firm’s Individual Deep Dish Pizza, as well as the Take Away and Side Order ranges. Heading up the account will be Brazen’s senior account director Jennifer O’Grady.
The appointment will bring an end to Schwan’s relationship with incumbent PR agency Staniforth, which is part of the TBWA\\Manchester group. BDH\\TBWA, Digerati\\ and Tequila\\Manchester, all part of the TBWA\\Manchester group, will continue to manage advertising, online and below-the-line activity, respectively.
The TBWA trio are responsible for creating the Humdrum campaign, which was extended this year with the Humdrum Idol competition.
The competition was launched as a series of idents as part of its sponsorship of ITV’s American Idol show, which featured talentless characters from the fictional town auditioning for their chance of fame.
The activity was followed up with a website that allowed visitors to upload their own auditions using a customised YouTube group, as well as view and rate other videos. A cash prize of $1million was up for grabs, as well as winning a ‘celebrity lifestyle’ in Los Angeles.
In March, Chicago Town became the first firm in the UK to launch a TV advertising campaign that named a rival brand in a taste test.