Dr. Oetker Ristorante is launching a £3m marketing campaign in a bid to build on the brand’s year on year value sales growth of +4.7%.
The activity includes TV, digital (including a 2,000 pizza giveaway on Facebook) and the brand’s first major sampling campaign.
The campaign aims to drive reappraisal of frozen pizza and educate consumers about the positive freshness messages associated with frozen food.
The nationwide sampling activity will take place between February and March at six UK train stations, where 70,000 free Dr. Oetker Ristorante pizzas will be given away to commuters. Insight suggests that many people who leave work at the end of the day have still not planned their evening meal at that time. This provides Dr. Oetker Ristorante with the opportunity to interrupt a normal commute and offer a convenient solution to the evening meal dilemma. The activity aims to position Dr. Oetker Ristorante as a “perfect choice” for the after work meal occasion.
The promotion will support the brand’s key message for 2016 that nine out of 10 of those polled agreed 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, said: “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.”
