Frozen pizza brand Dr. Oetker Ristorante has announced a multimillion-pound refresh of its UK packaging and brand proposition to sustain its position within the market for the future.
The refresh includes a redesign of its longstanding packaging, a new brand proposition that pays homage both to its Italian-inspired origins and the joy of eating Italian-inspired pizza, and a £2 million marketing campaign that heralds the brand’s return to TV and video advertising.
Ristorante accounts for nearly one in five purchases within the thin and crispy frozen pizza sector, valued at £44m YoY (IRI Unify 52 w/e 26.02.22) and Dr. Oetker hopes to maintain and bolster the brand’s success with the investment.
The brand’s refresh and its return to mass, national advertising comes with the arrival of its new Play It Italian proposition, inspired by the joy of eating pizza. Its playful nature is reflected in the video-led marketing campaign, with Ristorante positioned alongside classic Italian dining iconography and the brand’s newly refreshed packaging and logo.
The updated packaging, which is bespoke to the UK market, has been rolled out across Ristorante’s entire pizza range, including Pepperoni, Speciale, Mozzarella, Funghi, Hawaii and Pollo. These changes also apply to products catering to specific dietary requirements, including the plant-based Ristorante Pizza Margherita Pomodori, which is the single top selling frozen pizza within its category, in addition to the brand’s gluten and lactose free options.
Ristorante’s return to national advertising begins on 1 April and kicks off the Play It Italian marketing campaign across on-demand video, cinema and prime-time TV slots.
A final element of the brand refresh is the updating of the core Ristorante range to ensure that it is compliant with upcoming HFSS requirements well ahead of the government’s official schedule for setting the requirements live. These changes apply to Pepperoni, Speciale, Mozzarella, Funghi, Hawaii and Pollo.
Paula Wyatt, Head of Marketing at Dr. Oetker Ristorante, said: “2022 is already shaping up to be an exciting year for Ristorante and we’re looking forward to taking our brand in a fresh, new direction. Ristorante pizzas are inspired by Italy, and the relaunch showcases everything we love about the Italian way of life, while reinforcing our positioning as a modern, dynamic, energising and playful brand.
“We have a hugely loyal customer base and know that consumers love our iconic taste. The brand relaunch will reinforce our commitment to quality, while also encouraging new customers to Play It Italian with their at-home meals.”