Life, BBDO Germany and Brazen set for Dr Oetker Ristorante pizza campaign
Frozen Dr Oetker Ristorante is to launch a new £1.5m integrated marketing campaign, created by The Assembly.
The activity will include TV, print, a sampling tour, PR and online.
All elements of the campaign will look to reinforce its brand proposition of its ‘authentic pizzeria taste’.
The TV campaign will break on 9 September for a four-week period and will feature a new on-screen message to claim a complementary pizza.
Brazen has also been appointed to handle PR for the campaign while Birmingham based Life is managing the website and the sampling campaign.
A microsite has also been created to drive consumer 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.
The campaign will kick off with a free pizza offer for every reader in the Independent followed by a national sampling campaign, which will see an Italian themed restaurant re-create a ‘Little Italy’ in over 25 locations across the country.