At Cioccolato’s, the oven, the cutlery, the walls, even the artwork are all made from chocolate.
To launch Cioccolato’s, the world’s first frozen chocolate pizza, Dr. Oetker has opened a pop-up pizzeria made entirely of chocolate. That’s right – not only is the pizza chocolate, but so are the tables, the cutlery, the oven, the walls, the chandelier and the artwork.
“It’s wall-to-wall chocolate,” says Mark Scott, creative director at john st., Toronto, the agency behind the chocolateria. “Chocolate pizza is a very unique and indulgent idea, so we wanted to launch it in an equally unique and indulgent way.”
The pop-up opened on February 9th (National Pizza Day), at Queen and Shaw streets in Toronto’s West Queen West neighbourhood and will stay open through Valentine’s Day with guests being given a tour of the restaurant and free slices of Cioccolato.
To tease the opening, Dr. Oetker introduced the #chocolatedreams hashtag on social media and asked Canadians what their chocolate dreams were. The company then made some of those dreams a reality.
“We made chocolate flowers and chocolate chandeliers,” says Scott. “One guy asked for a chocolate shark. We couldn’t do that, but we did make a chocolate shark painting.” The team worked with renowned local artist Adrian Forrow, who used chocolate as paint to create six original works of art. Naturally, the art is framed in chocolate.
Another person requested a chocolate diamond. John st. worked with Heart In Diamond, which specializes in man-made diamonds, to create another one-of-a-kind – the world’s first chocolate pizza diamond, which is displayed inside of the pizzeria. “It’s weird but it’s real,” says Scott. “We even got a diamond certificate of authenticity because we figured people would be asking.”
Heart In Diamond took a Cioccolato chocolate pizza that had been broken down into powder form and placed it in a high-pressure, high-temperature oven – which is capable of achieving temperatures greater than 2,000 degrees Celsius and a pressure of 60,000 atmospheres – for 120 days to create the .54 carat diamond.
Dr. Oetker’s new chocolate dessert pizza features a chocolate crust and is topped with chocolate sauce, dark chocolate chips, milk chocolate shavings and white chocolate chunks. John st. worked with Toronto experiential agency Launch! to pull the project together, while media agency Initiative promoted the limited-time event.
Cioccolato’s is open from 3-9pm, from Feb. 9-14 at 1056 Queen Street West, Toronto.
Project: Ristorante Cioccolato
Client: Dr. Oetker Canada Ltd.
Executive Head of Marketing: Peter Macdonald
Marketing Manager: Laura Jones
Brand Manager: Cecile Dhanani
Creative Agency: john st.
Executive Creative Director: Angus Tucker
Creative Director: Mark Scott
Art Director: Kara Wark
Writer: Ryan Kukec
Executive Director, Design: Mooren Bofill
Associate Design Director: Jacqueline Lane
Designer: Ming Mikaeo
Producers: Raquel Rose, Erin Feldman
Team Lead: Sophie Lander
Account Executive: Amy Yacoub
Account Coordinator: Taylor Squires
Agency photographer: Varsha Sreekumar
Illustrator: Adrian Forrow
Production Company: 172 in partnership with Heyd & Seek
Executive Producer: Cynthia Heyd
Director: Jesse Blight
Director of Photography: Darrin Klimek
Line Producer: Ben Robinson
Editing House: Upstate
Editor: Tom Mountain
Transfer Facility: Alter Ego
Colourist: Colourist: Clinton Homuth
Music and Sound Design: Imprint Music
Voice Director: Tim White
Audio Engineer: Aaron McCourt
Executive Producer: Corinne Murray
Producer: Kasey Brown
Photographer Natasha Vasiljevic
Photography Studio: JK Reps
Print Producer: Lindsey Rebeiro
Event Execution: Launch!
Media Outreach: Initiative
Additional PR: Glossy