Dr. Oetker begins Crowd-Sourced Ristorante campaign
By Derek Winkler
Food company Dr. Oetker has begun a promotion for its Ristorante line of frozen pizza. Called “Crowd-Sourced Ristorante,” the social media-based campaign encourages consumers to create unexpected pizza combinations, then sample them in real life. The initiative, developed by Publicis, is aimed primarily at consumers in their teens and 20s. It features online personalities Ashley Roboto and Sarah Farrugia and is began on TikTok and Instagram. It then continued with interactive livestreams on Twitch during which suggested pizzas are made in a branded kitchen. At an upcoming event in Toronto during arts festival Nuit Blanche on Oct. 3, visitors will be able to sample winning combinations. Additional sampling events will take place at three universities in October, accompanied by a recipe contest. The winner will receive a year’s worth of frozen pizza.
“We saw an opportunity to reposition Ristorante from a finished product to a starting point,” said Sandra Baumander, creative director at Publicis. “By turning customization into the creative platform, we found a way to connect the brand with a generation that values self-expression and participation.”