Dr. Oetker Ristorante, thin and crispy frozen pizza brand, is launching a £3m integrated support campaign.

The campaign includes TV, digital including a 2,000 pizza giveaway on Facebook and its first major sampling campaign.

The campaign aims to drive reappraisal of frozen pizza and educate consumers about the positive freshness messages associated with frozen food. Dr. Oetker Ristorante will remain at the forefront of the category’s drive to promote frozen by amplifying the brand’s fresh pizzeria taste messaging.

The nationwide sampling activity will take place between February and March at six UK train stations, where 70,000 free Dr. Oetker Ristorante pizzas will be given away to commuters.  

Insight suggests that many people who leave work at the end of the day have still not planned their evening meal at that time. This provides Dr. Oetker Ristorante with the opportunity to interrupt a normal commute and offer a convenient solution to their evening meal. The activity aims to position Dr. Oetker Ristorante as a perfect choice for an after work meal occasion.

 Dr. Oetker UK head of marketing Jan McKee said: “Dr. Oetker Ristorante is in a position to add to the wider category’s promotion of the ‘freshness of frozen’ through amplifying the brand’s fresh pizzeria taste messaging. By promoting this message and demonstrating the benefits of frozen food in a compelling way, we can showcase the unbeatable quality of our product and give consumers more reason than ever to choose Dr. Oetker Ristorante. 

“The major sampling activity will encourage trial of the Dr. Oetker Ristorante range by placing our product in the hands of consumers. With confidence in the quality of our pizza and the freshness message, we expect the campaign to boost frequency and penetration in the category.”