Chicago Town is expanding its brand investment into advertiser-funded entertainment with the launch of a five-part YouTube series, ‘Race To The Base’, as part of its strategy to engage a younger 18–34 audience through creator-led content.
Series hosted by Harry Pinero
Launched on Sunday 11 October, the series is hosted by British YouTuber and TV presenter Harry Pinero, who has more than five million followers across his channels, alongside six popular creators who will star as contestants in the series.
In this series, 3 teams are set one ultimate challenge; Race To The Base. They have no money, no favours and no direct flights. In each episode Harry Pinero will throw in more challenges with a chance to win money and go further but lose and face the consequences. This is their chance to really go to town on it but who will go the distance?
Response to changing media habits
The format has been developed by Chicago Town specifically for YouTube, in response to changing media habits from younger generations.
Commenting on the launch, Rachel Bradshaw, head of marketing for pizza at Chicago Town, said: “We consistently invest in Chicago Town to grow the brand and the frozen pizza category, and are always looking ahead to how we can bring our ‘Go To Town On It’ spirit to audiences in new ways.
“‘Race To The Base’ is our latest investment in advertiser-funded entertainment, responding to the shift towards creator-led viewing.
“As younger consumers move away from traditional linear TV, we are investing in entertainment formats that audiences actively choose to watch. By creating content that reflects their viewing habits, we aim to build deeper engagement, cultural relevance and longer-term relationships with younger audiences.”
