- CPG
Dr. Oetker’s #FrozenPizzaPublicist
Frozen pizza is seen as a last resort, back-of-the-freezer dinner. But is frozen pizza all that bad, or does it just have bad PR? To cook up some conversation about Canada’s #1 frozen pizza brand, we needed to reframe how Canadians see the whole category.
Got a PR problem? Call a publicist.
We collaborated with @hey.itsbel, a relatable Canadian foodie influencer, to start the debate on social about frozen pizza’s PR. Then we launched our campaign with a hero spot about a frozen-pizza-loving intern who sees Bel’s video and gets inspired to find the first ever #frozenpizzapublicist.
We didn’t find one #frozenpizzapublicist. We found a nation of them.
We used social listening to target real conversations in real time, actively engaging social users to spread the good word about frozen pizza, and reached new audiences with a mix of macro and micro influencers as our advocates. The result? We served up: 11.8K+ contest entries 1.3M site visits 23.5M impressions 60.9M earned media reach And, in a month where overall sales category data was down 11%, Dr. Oetker achieved 4% growth.
