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DiGiorno Spot Takes a Piece of the Pie

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NEW YORK Is the new DiGiorno Ultimate pizza so good that it could drive pizzerias out of business?

That's the question posed in a new spot by DraftFCB's Chicago office on behalf of Kraft's premium frozen pizza brand. The ad broke this week.

In the commercial, a shop owner talks about how eight generations of his family have made pizza. Until, that is, the arrival of the DiGiorno Ultimate. He complains that he is now unable to compete with the fresh ingredients and "Old Country" flavor. So, he converts his kitchen into a Turkish bath, complete with men wrapped in towels lying on the counter space. The spot retains the familiar tagline, "It's not delivery, it's DiGiorno."

The pizza is being rolled out in the Midwest and will be available nationally by August.

"It's a whole new brand of pizza, a super premium brand," said Lisa Gibbons, Kraft senior manager, corporate and government affairs.

As part of the launch this month, the client opened a retail location on Chicago's Michigan Avenue. Signs touted the pizzeria's debut, but they did not specify that it served DiGiorno. All told, 25,000 slices were served.

The spot is the first of several planned by Interpublic Group's DraftFCB. The current ad will run on shows such as Dancing With the Stars, American Idol and the season finale of 24

"They're always tongue-in-cheek and always fun, in a way that's consistent with the brand," said Joan Black, agency evp, worldwide group account director.