Make it happen Multi-award winning PR consultancy Brazen was asked to capture the imagination of media, influencers and customers alike, highlighting and demonstrating the ‘real pizzeria credentials’ of Dr. Oetker Ristorante frozen pizza – and capturing the personality of the brand.

What we did We put the pizza’s real restaurant quality claim to the test with a bold experiential stunt. Creating a month-long, high-class, pop-up pizzeria in the heart of Manchester’s trendy Northern Quarter and an invited guest-list of esteemed food critics.

The twist? We kept our frozen credentials a secret for that element of surprise.

‘La Pizzeria Ristorante’ was unveiled at a VIP studded opening night attended by food critics, bloggers, influencers and movers and shakers from across the region. At the end of the evening we revealed the twist to widespread shock and acclaim, ensuring national fame in one fell swoop.

Dr. Oetker Ristorante Brand Manager, Jennie Foreman, said: “We were very exited to be able to present this very special eaterie and even more pleased with the results. Brazen delivered much more than just a sampling exercise – the team delivered a conversational platform to encourage wider trial and consideration on a national scale which contributed to a positive value growth for the brand that year.”

Screen time A live, content-rich idea which generated over 50 pieces of coverage for this ‘twist and reveal’ with national exposure in the media including the Daily Mail and The Sun, plus TV coverage including This Morning and Lorraine; International hits included Canada, Netherlands, Germany & Finland; Total media reach of 50M; Social engagement of 281K with a Tweet to Eat mechanic – trending on Twitter. CIPR NW Awards 2014 – Gold – Best Consumer PR Campaign.