Dr Oetker slices up creative and PR business for Adam&Eve and Fleishman
We consider this week’s account wins, including Dr Oetker’s appointment of three new agencies to its marketing kitchen.
In the UK Dr Oetker has four separate pizza brands – Ristorante, Momenti, The Good Baker and Yes It’s Pizza
Dr Oetker never met a pizza he didn’t want to freeze. In truth, the original Dr Oetker probably never tasted the stuff, since he lived in Westphalia in the 19th century, but the enormous food production company that bears his family name is today the owner of a frozen pizza empire on which the oven pilot light never sets.
In the UK, for example, it operates four separate pizza brands (Ristorante, Momenti, The Good Baker and Yes It’s Pizza). So creatives at Adam&EveDDB, branding heads at Design Bridge and PR experts at FleishmanHillard better clear some space on the freezer shelf as they familiarize themselves with the brand portfolio of this, their new client in common.
Claudia Willvonseder, senior executive manager international and brand and innovation manager at Dr Oetker, said: “With these agency appointments, we are getting experienced international partners on board. They will help us to position our Dr Oetker master brand and the internationally-managed sub-brands even more clearly in the international and digital context.“
Fleishman and Adam&Eve, which pitched alongside its Dusseldorf sister agency, have been briefed to work together to develop a “powerful and distinctive“ brand strategy for the good doctor, as well as its sub-brands, across 40 markets globally. The review began in Febuary.
Rob Nichol, global business director at Adam&EveDDB, said: “Dr Oetker products are enjoyed in millions of homes across the world every day and we’re looking forward to helping the brand become more meaningful and deepen consumers’ relationship with the Dr Oetker products they love.“
The appointments come at an interesting time for Dr Oetker. It’s been busy expanding into new categories; The Good Baker line was launched just a few months ago in an effort to capture healthy and vegan-minded pizza proponents. A vegan option was also added to its Ristorante range this year.
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Want to tell us about your new agency appointment? Email Sam at businessonthemove@thedrum.com