How we scientifically proved takeaways cause trauma

Make it happen We helped international frozen pizza brand, Chicago Town, become the nation’s #TakeawaySaviour by highlighting the mental and physical perils of ordering a takeaway.

What we did Tasked with amplifying Chicago Town’s #TakeawaySaviour campaign, we worked with the bio-medical department at the University of Wolverhampton to scientifically prove that ordering a takeaway is bad for your health (and not just in the way you might expect).

Academics at the university devised an experiment which tested participants’ heart rates and stress levels while waiting for a takeaway to arrive.

The result? Takeaway Trauma is an actual condition.

If you didn’t already know, ordering a takeaway triggers a four stage process, encompassing Fear, Anxiety, Irate and Lost.

The experiment was filmed by Brazen’s in-house content team, Brazen Live, before the content and research findings were packaged up and issued to the national print, online and broadcast news media.

The findings were then amplified further across traditional, influencer and social channels via a series of videos and news stories…

We worked with Robbie Savage and Sam Quek, who brought Takeaway Trauma to life via a split screen video, while renowned celeb impressionist Al Foran showed us how Wayne Rooney, Jose Mourinho and Gordon Ramsay would react when suffering the condition.

Elsewhere, we revealed Milton Keynes as the Takeaway Trauma capital of the UK on the basis that locals have limited access to outlets, and the ones they do have access to have poor online reviews… before giving away 5,000 Chicago Town pizzas to the town’s residents.

And the fun didn’t stop there, we gave a state-of-the-art fridge and a year’s supply of pizza to one lucky punter via a national competition, and comedian Joe Tasker gave his fans a slice of the action, too.

A campaign that saved the nation from Takeaway Traumas and position Chicago Town as the #TakeawaySaviour.

Screen time 44 pieces of coverage including the MailOnline, Daily Mirror, The Sun, Daily Star, Metro, Sky News and the Victoria Derbyshire show. 557m coverage reach and 1,611,019 video views (across 4 separate videos). Cost per eyeball £0.002.