Pizza scissors open doors
Dr. Oetker

When introducing a new brand in the FMCG sector, attention alone is not enough – in the premium segment, the moment when potential customers try the product is crucial.

Dr. Oetker wanted its launch campaign for the new premium “Suprema” pizza to reach a broad target group, letting them experience the quality for themselves. To do so, the company combined digital marketing with physical touchpoints using cross-channel sampling from Swiss Post Advertising – an example of how brand management today crosses media boundaries.

Repositioning Dr. Oetker

With its new pizza, the specialist in baked and frozen products is aiming to revolutionize the frozen pizza category and position itself in the premium segment. “The Suprema is baked in a stone oven in the Neapolitan style and offers an exceptional taste experience,” explains Walentina Mejenina, Media & Communications Manager at Dr. Oetker.

Dr. Oetker is specifically targeting a new customer group: discerning connoisseurs who appreciate high-quality food but have previously avoided frozen meals. The pizza’s premium positioning aims to attract the target group to the frozen food aisle. This is also reflected in the product design: elegant black packaging, product photos on a marble background, sophisticated typography and the Dr. Oetker logo in gold highlight its gourmet appeal.

Switzerland-wide basic campaign

The national campaign consisted of several components: online and TV adverts ensured reach, while POS activities, tasting sessions at Coop and a radio promotion guaranteed sales. In addition, 20,000 pizzas were distributed to commuters to create proximity to the target group. Another question was how to reach the target group at home and convince them to try the product. For obvious reasons, the idea of sending frozen pizza product samples by post was ruled out.

Click – and pizza scissors arrive

Dr. Oetker challenged the specialists at Swiss Post Advertising with an unusual idea for an additional impactful sampling campaign: pizza scissors and a “Suprema” flyer offering a Coop discount coupon and prize draw were sent to encourage purchases. Together, they carried out a dual-phase cross-channel sampling campaign. The selected target group comprised new customers in German-speaking Switzerland with a household size of two to three people and a household income of 150,000 francs or more. To kick things off, the target group received an initial e-mail. Anyone who opened the e-mail and clicked on a link received a personal mailing containing the pizza scissors as a high-quality gift and a discount coupon.

Digital communication followed by physical inspiration: with cross-channel sampling from Swiss Post Advertising, Dr. Oetker made the leap from reach to genuine conversion at the POS. Walentina Mejenina says: “The sophisticated combination of high-reach digital initial contact and focused physical retargeting achieved a high conversion rate and met our campaign goals.”