Dr. Oetker's Pizza Promotion Shows Its Fresh Ingredients, Frozen
Laura McQuarrie — April 24, 2015 — Lifestyle
References: oetker.us & prexamples
Aiming to tackle the misconception that frozen meals are less nutritious than fresh food, Dr. Oetker set up a unique pizza promotion in the UK. As part of its #FreshnessFrozen campaign, the brand rounded up the fresh ingredients that go into its pizzas and froze them in blocks of ice. The elaborate stunt took over a month to prepare using more than 3,400 liters of water. As well as suspending produce in ice, Dr. Oetker also incorporated a few black and white photographs into the installation, showing how its classic recipes have also been frozen in time.
Since it's not every day that you see floating vegetables and giant blocks of ice on the streets, this inventive campaign is bound to be captured in tons of pictures that will end up on social media.
Since it's not every day that you see floating vegetables and giant blocks of ice on the streets, this inventive campaign is bound to be captured in tons of pictures that will end up on social media.
Trend Themes
1. Frozen Food Promotion - Dr. Oetker's unique pizza promotion showcases the nutritional value of frozen meals, challenging the misconception of their inferiority to fresh food.
2. Interactive Advertising - The use of elaborate stunts like freezing fresh ingredients in blocks of ice engages consumers and encourages them to share pictures on social media, creating buzz and driving brand awareness.
3. Creative Branding Campaigns - Incorporating black and white photographs of classic recipes frozen in time adds a nostalgic and artistic touch to the promotion, making it memorable and visually appealing to the target audience.
Industry Implications
1. Frozen Food Industry - Promotions like Dr. Oetker's showcase the potential for innovative promotional strategies to revitalize the frozen food industry and change consumer perceptions.
2. Food and Beverage Advertising - The success of creative and interactive advertising campaigns, such as Dr. Oetker's #FreshnessFrozen, highlights the opportunities for unique brand messaging and consumer engagement in the food and beverage advertising industry.
3. Visual Marketing and Social Media - The captivating visuals of Dr. Oetker's installation and its potential social media impact demonstrate the need for visual marketing strategies and content creation in the age of social media.
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