Picture this: You’re rushing home after a long day, exhausted, stomach growling, and just as you reach the station, you see it—the dreaded “Delayed” sign flickering on the departures board. A groan spreads through the crowd. You’re already imagining that moment when you finally step inside your door, only to realize dinner is still another delivery wait away.
But what if it didn’t have to be?
That’s exactly the insight that Chicago Town and Quiet Storm have tapped into with their latest Out-of-Home (OOH) campaign for the brand’s Takeaway pizza range. Running across National Rail sites, including London’s Waterloo and Liverpool Street stations, from the end of February to March 9, the campaign cleverly positions Chicago Town as the no-delays, ultimate takeaway alternative—for those who crave big, cheesy flavors but don’t want to wait.
Turning Train Boards into Temptation
Instead of simply advertising, Quiet Storm took a contextual, playful approach by transforming digital departure boards into pizza-loving statements. As commuters glance up, expecting the usual train updates, they’re met with a bold, reassuring message:
“Tonight’s Chicago Town pizza is on time.”
A moment later, the board flickers—just like an actual departure screen—before revealing a mouth-watering Chicago Town Takeaway pizza with the tagline:
“Delivery Taste Without Delivery Delays.”
It’s a perfect match for the audience—busy, on-the-go commuters who, as data suggests, are one in three likely to order takeout when arriving home late (Source: Global’s Work Shop Play survey). Instead of waiting around for delivery, they could simply grab a Chicago Town pizza from the freezer and enjoy the indulgent, takeaway experience—without the wait.
Strategic Placement for Maximum Impact
The campaign isn’t just about clever messaging—it’s about high-impact, high-traffic placement. Commuters at some of the UK’s busiest stations, including Manchester, Birmingham, and Edinburgh, will see the campaign unfold on massive, motion landscape formats such as the prestigious Transvision screen at Waterloo Station. The goal? To catch people at the exact moment they’re frustrated with delays and plant the idea of an instant, satisfying alternative right when they need it most.
A Smart Blend of Context and Cravings
Rachel Bradshaw, Marketing Manager at Chicago Town, summed up the brilliance of the approach:
“Playing with contextual media is a great way to bring added meaning to the moment, and this campaign uses the train environment brilliantly to land the message that Chicago Town delivers on epic takeout taste—without any delays.”
Adele Meer, Head of Planning at Quiet Storm, echoed the sentiment, adding:
“No one likes delays, and commuters are only too familiar with the reality of arriving home late, tired, and hungry—only to find their takeout hasn’t arrived. But with Chicago Town, there’s no need to wait. Its bubbling cheese toppings and loaded flavors deliver deliciousness straight from the freezer—on time, every time. It’s the easiest way to ‘Feed Your Urge.’”
Final Takeaway
Chicago Town’s latest campaign is more than just an ad—it’s a perfectly-timed, smartly-executed moment of consumer connection. By leveraging the frustration of train delays and turning it into a craving-sparking opportunity, the brand reinforces its position as the go-to alternative to takeout—one that’s fast, indulgent, and always on time.
So, the next time you’re stuck waiting for a train, remember: Your Chicago Town pizza is already good to go. 🍕
