Thin and crispy frozen pizza brand, Dr. Oetker Ristorante, has unveiled a multi-million-pound video-led marketing campaign, heralding the brand’s return to TV and video advertising.
The ‘Play It Italian’ media campaign runs across TV, cinema, on-demand and digital video and is supported by a print media partnership with Hearst, in addition to public relations activity.
Ristorante’s return to mass, national advertising comes with the arrival of its new ‘Brighten Your Day’ proposition, inspired by the joy of eating pizza. The playful nature of this new proposition is reflected in Play it Italian, which positions Ristorante alongside classic Italian dining iconography.
The marketing campaign also includes a packaging redesign, with warmer colour palettes and a new logo. The campaign seeks to drive awareness of Ristorante’s wide range of pizzas, whilst also introducing the new branding.
The updated packaging, which is bespoke to the UK market, has rolled out across Ristorante’s entire pizza range, including Pepperoni, Speciale, Mozzarella, Funghi, Hawaii and Pollo. These changes also apply to products catering to specific dietary requirements, including the plant-based Ristorante Pizza Margherita Pomodori, in addition to the brand’s gluten- and lactose-free options.
A final element of the brand refresh is the updating of the core Ristorante range to ensure that it is compliant with England’s upcoming HFSS requirements. These changes apply to Pepperoni, Speciale, Mozzarella, Funghi, Hawaii and Pollo.
Paula Wyatt, Head of Marketing at Dr. Oetker Ristorante, said: “Ristorante pizzas are inspired by Italy, and the marketing campaign showcases everything we love about the Italian way of life, while reinforcing our positioning as a modern, dynamic, energising and playful brand.
“We have a hugely loyal customer base and know that consumers love our iconic taste. The brand relaunch will reinforce our commitment to quality, while also encouraging new customers to Play It Italian with their at-home meals.”
