Agency: The Assembly
Client: Dr. Oetker Ristorante
Dr. Oetker Ristorante has unleashed its strongest integrated marketing campaign to date seeing the thin & crispy frozen pizza brand returning to TV for the first time since March 2008.
Support activity includes print media, an ambitious sampling tour of the UK, full PR support, an exciting and engaging new microsite.
All elements of the campaign will aim to reinforce the ‘authentic pizzeria taste’ brand proposition.
With frozen pizza still securing and captivating new fans during the current economic climate up 6.3%, new figures from Ristorante show the brand in growth, currently up +10.3%, worth £38 million and with market penetration of +14.5% (IRI 52 w/e 11/7/09)
“We know that our consumers absolutely love the premium, authentic, Italian restaurant quality of our unique thin and crispy frozen pizzas,” said Dr. Oetker Ristorante senior brand manager, Janet McQuillan.
“While the brand is going from strength to strength we are keen to grow the brand further by targeting discrete audiences potentially not aware of the quality currently available in the frozen aisle.”
She added, “Our integrated campaign has been carefully targeted to ensure we are bringing Ristorante’s ‘Italian Passion’ directly with our target consumer. We aim to reach over 6 million people during the campaign which stretches from 22 August to 4 October.”
The microsite, pizzaforpassione.com, will be key to the consumer proposition with all planned activity driving traffic. Designed to build on the romantic Italian brand proposition, consumers are encouraged to share their stories of grand romantic gestures, declarations of love or heartfelt promises.
These are then rated by other visitors to the site, with the most popular entries receiving a complementary pizza voucher.
“Our fantastic new microsite will engender interaction with the brand and bring alive consumers’ emotional attachment,” McQuillan continued.
Kicking off the campaign will be a free for every reader in the Independent newspaper swiftly followed by a national sampling campaign, which will see an Italian themed restaurant re-create a ‘Little Italy’ in over 25 locations across country.
The activity has been designed to resonate directly with the target audience and to distribute more than 250,000 £1 off vouchers to encourage trial.
The Ristorante ‘Italian Nights’ TV campaign is set to appear on television screens from September 9 for a four-week period and will feature a new on-screen message to claim a complementary pizza.