Chicago Town Takeaway pizza, from Dr. Oetker, is upping its game during the Euros with a limited edition football themed pack design and marketing support.

The pack will be available exclusively on limited edition Chicago Town Takeaway Pulled Beef Brisket pizza.

The activity is backed by a digital and social campaign and aligned to key promotions running throughout the tournament, offering consumers the chance to get in the game with the ‘Ultimate Pizza Hit’.

The limited edition football themed pack design will be available in store from now until the end of the tournament.

Supporting the shopper marketing activity, Chicago Town is launching The Doughball Challenge online, bringing to life the excitement of a penalty shootout in a simple, fun and addictive way via a microsite.

The game will offer players the chance to instantly win 100’s of prizes as well as weekly prize draws for top prizes including a 50” TV and sound bar. 

Richard Cooper, senior brand manager for Chicago Town at Dr. Oetker, said: “This activity will be key to driving value growth, especially in the convenience channel to maximise impulse purchases. The limited edition packaging will stand out in freezers and will make Chicago Town the obvious choice for football fans during the tournament.”