Dr. Oetker

Problem:

Frozen pizza is seen as a last resort, back-of-the-freezer dinner. But is frozen pizza all that bad, or does it just have bad PR? To cook up some conversation about Canadaʼs #1 frozen pizza brand, we needed to reframe how Canadians see the whole category.

Idea:

We created tons of positive press for frozen pizza by deputizing Canadians as #FrozenPizzaPublicists – leveraging social listening, partnering with influencers, and driving UGC.

To start the conversation about how underrated frozen pizza is, we collaborated with @hey.itsbel, a relatable Canadian foodie with 791.3k followers on TikTok. Then, we created a response video starring Dr. Oetkerʼs super social intern, who sees @hey.itsbelʼs POV and has the idea to save frozen pizzaʼs reputation. Got a PR problem? Call a publicist.

We called on Canadians to act as #FrozenPizzaPublicists and give frozen pizza some well-deserved love for being delicious, convenient, nostalgic, and affordable. The micro-influencers we seeded to apply and share their pizza love kept people talking and posting like PR pros through the campaign 🍕

Results:

In a month where overall category sales data were down 11%, Dr. Oetker achieved a 4% growth.

The campaign yielded 23.5M impressions, 1.3M site visits and 60.9M earned media reach.