£1m campaign from Dr.Oetker to promote oven rising pizza dough brings media spend to £5m in 2012 so far

By The Drum Team | Staff Writer

AMV BBDO

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Dr Oetker article

May 7, 2012 | 2 min read

A £1m campaign from Dr.Oekter has begun to promote its Casa di Mama, its oven rising pizza dough.

The dough will be promoted through a TV campaign, which will feature new packaging and two new varieties; Salame and Mozzarella Pesto.

Created by AMV BBDO, the campaign will aim to showcase the product benefit, and is the third TV campaign from the pizza company this year so far, with a total marketing spend of £5m across its portfolio of brands.

The new packaging for the product aims to engage with shoppers and allow the brand an opportunity to talk about its fresh dough.

Chris Lever, senior brand manager for Dr. Oetker explained: “By communicating the unique rising dough more clearly, we hope to attract new shoppers into the category as we know that this is the main motivation to purchase. We also know from experience when we launched Casa di Mama that the product converts chilled shoppers into the frozen category, so hope to drive sales through the ‘rising dough for a freshly baked taste message.

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“We have a great opportunity this summer with a very strong TV campaign backed up with UK friendly packaging and more widely appealing varieties to reach a brand new audience. The rising dough is a great product feature, which does need to be explained as generally consumers are not aware of the great taste it brings,” he added.

Media planning and buying for the campaign was handled by MEC Manchester.

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