Chicago Town is set to launch the first ever official The X Factor pizza in a deal with Fremantle Media Enterprises (FME), licensor for The X Factor brand.

The X Factor pizza, which will be in stores from August, will feature an on-pack promotion, offering consumers the chance to win pairs of tickets to watch the show live every month from October, along with The X Factor merchandise including karaoke machines and Chicago Town Pizza Packs consisting of oven gloves, pizza cutters, wet wipes and money off vouchers.

Additionally, the launch will be supported with a £2M investment in above and below the line activity, including a 4-week TV advertising schedule as well as on and offline PR and a social media campaign.

Chicago Town’s digital plan includes the launch of a Facebook Party Planner app, which will enable fans to invite their friends to a Chicago Town TAKEAWAY party at their homes. One of those fans will then be selected to win the ‘Ultimate Saturday Night In Party’, with a personal appearance from one of last year’s finalists right in their living room.

Mark Rosenegk, VP brand partnerships UK for FME says: “Both The X Factor and Chicago Town TAKEAWAY share similar brand values, both lend themselves to a social occasion, appeal to families, have a sense of fun and entertainment and are enjoyed at home. This new partnership demonstrates the value of the brand outside of the TV show, and we are always pleased to extend the brand into new areas”