Dr. Oetker Ristorante, the UK’s leading thin and crispy frozen pizza brand, is launching a £3m integrated support campaign including its biggest ever sampling drive.
The marketing campaign includes TV, digital (including a 2,000 pizza giveaway on Facebook) and sampling at six UK train stations.
The campaign aims to drive reappraisal of frozen pizza and educate consumers about the positive freshness messages associated with frozen food. Dr. Oetker Ristorante will remain at the forefront of the category’s drive to promote frozen by amplifying the brand’s fresh pizzeria taste messaging.
The nationwide sampling activity takes place between February and March with 70,000 free Dr. Oetker Ristorante pizzas being given away to commuters at London Paddington, London Waterloo, London Victoria, Leeds, Birmingham Grand Central and Manchester Piccadilly.
Dr. Oetker says insight suggests that many people who leave work at the end of the day have still not planned their evening meal at that time, allowing the brand the opportunity to interrupt a normal commute and offer a convenient solution to their evening meal.
The activity aims to position Dr. Oetker Ristorante as a perfect choice for an after-work meal occasion.
The promotion will support the brand’s key message for 2016 that nine out of 10 consumers agree that Ristorante has the best at-home pizzeria taste – a consumer opinion that was uncovered during the brand’s recent Fresh Pizzeria Taste Challenge campaign.
Jan McKee, Head of Marketing at Dr. Oetker UK, says: “Dr. Oetker Ristorante is in a position to add to the wider category’s promotion of the ‘freshness of frozen’ through amplifying the brand’s fresh pizzeria taste messaging. By promoting this message and demonstrating the benefits of frozen food in a compelling way, we can showcase the unbeatable quality of our product and give consumers more reason than ever to choose Dr. Oetker Ristorante.”
McKee adds: “The major sampling activity will encourage trial of the Dr. Oetker Ristorante range by placing our product in the hands of consumers. With confidence in the quality of our pizza and the freshness message, we expect the campaign to boost frequency and penetration in the category.”
Agencies which worked on the campaign include integrated agency LIFE, shopper marketing agency Decide and PR firm Brazen.