12/03/2026
Our latest campaign for Chicago Town , “It IS That Deep,” flips the familiar Gen Z phrase “it’s not that deep” to celebrate the moments when it absolutely is: late-night debates, mid-game munchies, and those everyday rabbit holes where time disappears and the craving kicks in.
From streaming platforms to social and digital out-of-home near student accommodation, the campaign appears in the places where audiences are already leaning in - when attention is high and the hunger is real.
Across every channel, striking macro photography puts the product front and centre in all its indulgent glory, inviting a new generation to embrace bigger flavours and unapologetic satisfaction.
“It IS That Deep” is running across Twitch, Vevo, DOOH and social.
Creative Director: Ben Cashmore
Planner: Adele Meer
Art Director: Ben Cashmore
Designer: Curtis Reeve
Copywriter: Will Hislop
Client Development Director: Massimo Fiori
Account Director: Manisha Pochun
Agency Producer: India Smith
Agency Executive Producer: Emily Wolley
Photographer: Sun Lee
Director/ Production Co: CRXSS Agency
Producer: Elena Huntley
Agent: John Cross
Food Stylist: Lucy-Ruth Hathaway
Editor: Andew Fraser
Post Production: Andrew Fraser and Sam Wakefield - Quiet Storm
Sound Design: Virtual Sound
Retoucher: Nic Wickens
Media planning/buying: Wavemaker