Playing it Italian with Dr. Oetker Ristorante
Idea
Drive awareness and excitement for thin and crispy pizza brand, Dr. Oetker Ristorante’s, new ‘Play It Italian’ proposition and packaging redesign via an experiential stunt that resulted in widespread media coverage.
Our consumer insight identified that buying dinner on the way home from the airport and missing out on holiday food are the worst thing about returning from a getaway.
What better way to cheer up holidaymakers returning from the Italian Riviera than to takeover and rebrand the arrivals hall at Liverpool John Lennon Airport, and surprise and delight returning locals by loading the baggage carousels with delicious free pizza to take home.
Impact
400
Families took home 2x free pizzas at the airport activation
34
Coverage hits achieved
5x
National pieces
25m
Consumers reached
94%
Of web coverage linked to a Ristorante rebrand web page
100%
Of hits featuring brand assets and quote on rebrand from Dr. Oetker spokesperson