Playing it Italian with Dr. Oetker Ristorante

Challenge & Solution

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.


Results & ROI

  • 400 families took home 2x free pizzas at the airport activation
  • 34 coverage hits achieved, including 5x national pieces, with a reach of 25M consumers
  • 94% of web coverage linked to a Ristorante rebrand web page and 100% of the hits featuring brand assets and a quote on the rebrand from a Dr. Oetker spokesperson