IT IS THAT DEEP

Market-leading frozen pizza brand Chicago Town is putting Deep Dish back at the centre of culture with a new campaign from lead creative agency Quiet Storm, which plays with the expression “it’s not that deep” – a favourite among Gen Z – by reminding audiences that when it comes to serious cravings, IT IS THAT DEEP.

Chicago Town Deep Dish has slipped out of cultural relevance. Sitting somewhere between a snack and a meal, its unique serving size has been an understated superpower - a craving-crushing format designed for life’s everyday indulgence moments.

To bring this to life, Quiet Storm’s campaign flips the script on the dismissive statement “it’s not that deep” – at least when it comes to satisfying a craving, to celebrate the fun of leaning in and taking small pleasures seriously. Whether it’s mid-gaming munchies, fuelling a YouTube rabbit hole, or late-night debates with friends, the work tells us “it IS that deep” as we see a delicious Chicago Town Deep Dish laden with pepperoni and molten cheese. The campaign is part of Chicago Town’s overarching ‘Go To Town on It’ platform, developed by Quiet Storm in 2024.
Striking macro photography heroises the product in all its indulgent glory, showcasing the layers, texture and richness that make Deep Dish the ultimate craving crusher. The creative invites a new generation to embrace the pleasure of going all-in - delivering deeper enjoyment, bigger flavour and unapologetic satisfaction.
By reclaiming its place in culture, Chicago Town Deep Dish reminds audiences that sometimes, the joy lies in taking the little moments seriously.
With media by Wavemaker, the campaign will be live across DOOH: roadside, rail and large impactful formats in malls and targeting the younger audience at student accommodation sites. The campaign is also running flyposter sites in select cities, and digital activity, including non-skippable video across VeVo content, a Twitch display takeover, and a livestream session with a Twitch streamer. The campaign will run for 2 months from 9 March 2026.

Rachel Bradshaw, Marketing Manager, Chicago Town, said:
“Deep Dish has always had a special place in people’s hearts, but we knew it was time to reconnect with a new generation. This campaign brings a fresh, playful energy to the brand, and celebrates what makes the product unique - that deeply satisfying moment when you lean into a craving, unapologetically.”

Massimo Fiori, Client Development Director, Quiet Storm, said:
“The brief was simple. Make the difference the advantage. ‘It Is That Deep’ shifts Deep Dish from function to fame. From format to cultural platform.”