DR. OETKER is the UK’s largest branded frozen pizza manufacturer. With three of the top five frozen pizza brands, all in growth (Chicago Town Deep Dish £52.4m +30%, Ristorante £40.2m +10% and Chicago Town Takeaway £26.2m +19.8% source IRI 52 w/e 10 July 2010), Dr.Oetker has arguably been single handedly driving category growth.
As a company, Dr. Oetker has invested heavily in its brands to drive this growth to deliver incremental sales and encourage brand loyalty.
Following extensive consumer research, Dr. Oetker has announced that it will be bringing new frozen pizza brand ‘Casa di Mama’ to the UK market. The new range epitomises the freshness of an Italian homemade pizza, traditionally styled with full, rich flavours, is being introduced to encourage migration from the lucrative chilled aisle to the frozen aisle plus stem any losses to chilled with a quality frozen alternative.
Dr. Oetker’s Paula Wyatt comments: “This is an exciting new introduction to our frozen portfolio. Consumers within the chilled pizza market (currently worth £379.9m source: Kantar 52 week November 2009) mostly buy chilled products as they are considered to be fresh, taste great and be of high quality – our extensive research has proven that Casa di Mama is perfectly positioned to replicate these perceptions.”
The brand, which will focus on homemade Italian freshness with delicious, high quality ingredients, includes a fresh dough base, a unique feature impossible to replicate in chilled, which rises in the oven making for a light base, that is crispy on the outside, soft and fluffy on the inside. The four different varieties will be perfect for the family to share whilst enjoying an evening meal.
Casa di Mama will go into stores from August 2010. The listings will be supported with a £2.5m campaign including trade media and shopper marketing, TV, press adverts, sampling and PR activity centered around the family planning quality time together.
Casa di Mama has a range of tasty toppings including; Quattro Formaggi, Salame, Diavola and Proscuitto Funghi. Cooked in a hot oven on a hot baking tray to help the dough rise before your eyes, the pizzas will be sold at RRP £2.79.
Hot on the heels of the success that was the Limited Edition ‘Chicago Town TAKEAWAY Footie Feast’, created to capitalise on the World Cup and Premier League hype and which saw an increase in sales of 52% year on year (source: IRI 12 w/e 10 July 2010) comes the Chicago Town Takeaway X Factor pizza. The deal with FremantleMedia Enterprises (FME), licensor for The X Factor brand, sees Chicago Town launch the first ever, official, The X Factor pizza, the only pizza to ‘Tuck In’ to while watching the show on Saturday & Sunday nights.
Continues Wyatt, “The X Factor is one of the biggest and most anticipated TV programmes of the year, attracting 19.9 million viewers for last year’s final (2009). The strategy with our TAKEAWAY brand has always been about driving new consumers into the category and building on the ‘weekend/ big night in’ eating occasion.
“Tying in with a household brand like The X Factor, enables us to communicate this message effectively and affirms our stake in this arena, plus allows us to explore the benefits of a more integrated partnership. As market leaders, we have a role to play in setting the trends both with product innovation and creative delivery. But more than that, we have a job to do not only for our brand, but also the category.”
The X Factor pizza, which will be in stores from August, will feature a strong on-pack promotion to win pairs of tickets to watch the live shows along with The X Factor merchandise and Chicago Town Pizza Kits. Additionally, the launch will be supported with a £2M investment in above and below the line activity, including a 4-week TV advertising schedule as well as on and offline PR and a social media campaign including a huge drive through facebook to encourage fans to hold their own X Factor parties.
Chicago Town TAKEAWAY is now worth a massive £26.2m up 19.8% year on year (source: IRI 52 w/e 10 July 2010) and is the fastest growing pizza brand for consumer loyalty +29.2% y-o-y (source: IRI 12 w/e 10 July 2010) in a promotion hungry category. Chicago Town TAKEAWAY The X Factor pizza will be in most supermarkets with an RRP of £3.49.
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