Award-winning digital gifting.

When You Wish Upon A Pizza

The Wish Upon A Pizza campaign brought about the opportunity for Dr. Oekter to promote the breadth of Chicago Town’s ranges and expertise, whilst capitalising on the key trend of gift giving during the festive season. The campaign created maximum impact during the festive countdown and was so successful won a IPM Award.

Aimed at the brands ‘pizza fanatics’ target audience, the ‘build your own pizza’ gamification activations main objective was to gain further insight into the consumer market, with a view of enhancing the current database, in turn supporting future email campaign communications.

Activated during the busy Festive period when competitors rely heavily on price incentives to engage shoppers, Chicago Town were open to doing things differently. We recommended they tap into the trend of personalisation. Users were given a place to build their own virtual pizza in three simple steps, followed by a simple opt-in mechanic for a chance to win their creation, and have it delivered to their door.

The site was designed and built to guarantee the most engaging and interactive experience for fans. Combating the challenge of the busy festive period, cutting through the noise of other brand comms and offers, generating consumer awareness through a digital gamification experience.

What we did

  • UX and Design
  • Creative Development
  • Email Marketing
  • CMS Integration
  • Data Management
  • Competition Management
Screenshots of the mobile journey users take
2019 award winner
Wish upon a pizza campaign on a mobile phone
Wish upon a pizza box sent out all over the uk

Insightfully inspired creative in action.


Awards presented to Decide include: DBA Design Effecttiveness Award Winner; IPM Awards Silver Winner 2019; The Luxury Packaging Awards Finalist 2014; MDA Marketing Design Awards Finalist 2014 Awards presented to Decide include: DBA Design Effecttiveness Award Winner; IPM Awards Silver Winner 2019; The Luxury Packaging Awards Finalist 2014; MDA Marketing Design Awards Finalist 2014