The urge for pizza can strike at any time. A new campaign from the Dr. Oetker-owned brand, Chicago Town encourages pizza lovers to give in to this urge.

The ‘Feed Your Urge’ campaign from Quiet Storm aims to position Chicago Town as the go-to pizzas for consumers when the craving for pizza kicks in.

The surreal, humorous work includes a freezer, a dog and a busy commuter train to bring this all-encompassing urge for pizza to life.

A 30-second film directed by Trevor Robinson OBE and Seb Jamous sits at the heart of the campaign. It follows the journey of an ordinary man on his commute home from work. Whilst on the train he is struck by the urge for pizza and visited by a vision of his freezer encouraging him to ‘feed your urge’.

Other passengers on the train, including a Jack Russell terrier, encourage him to go home and ‘Go to Town’. He subsequently rushes home to prepare his Chicago Town pizza where the bubbling cheese pizza satisfies his urge. The freezer approves.

The campaign aims to position Chicago Town as the go-to frozen pizza brand, so that when audiences hear ‘pizza’ they think ‘Chicago Town’. Building on the existing ‘Go To Town’ strapline, the ‘Feed Your Urge’ campaign taps into the animalistic need for pizza and encourages audiences to ‘go to town’ and indulge.

In addition to the campaign film, out-of-home and digital assets continue to build on the urge for pizza and showcase the product in all its glory with signature pizza shots of bubbling cheese and cheese pulls.

The freezer also takes on a key role in the campaign, becoming an asset across key media touchpoints to remind audiences that high-quality pizza can come from the freezer. The freezer character will appear in gigantic interactive form at a Chicago Town branded Urge O’Clock experience in Birmingham as part of a wider PR campaign created by Brazen PR.

On social channels, content creators will produce comedic sketches of their own conversations with their freezers. This aspect of the campaign was coordinated by the influencer and social marketing specialists at Seen Connects.

“Feed Your Urge” launches on 3 October, preceded by a weeklong teaser campaign. It will run for nine weeks in the UK and Ireland, on television, in cinemas, out of home and social channels, with media planning and buying by Wavemaker North.

Taking a humorous, absurdist approach, the campaign encourages audiences to have fun with their approach to pizza. Audiences need only look as far as the freezer to satisfy their cravings.