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Dr Oetker launches world’s most remote pizzeria in Western Australia


Dr Oetker launches world’s most remote pizzeria in Western Australia


Frozen pizza brand Dr Oetker last week opened the world’s most remote pizzeria as part of a new marketing campaign.

In an effort to prove that any home can enjoy frozen pizza, Dr Oetker has transformed one of the most remote homes in Australia into a pizzeria for one night.

The ‘Remote Ristorante’ video campaign, by BWM Dentsu, sees the hosts invite guests, all of whom travel huge distances to the pop-up pizzeria.

Guests are treated to the dinner, before the revelation that all the pizzas were cooked in the home kitchen from frozen.

“How better to demonstrate how accessible great pizza is than by opening up a pizzeria in one of the remote parts of Australia?” says Mark Watkin, managing director of BWM Dentsu Melbourne.

The aim, says Watkin, is “changing the perceptions of the category and bringing it back into public consciousness” as a viable dinner option.

Related: The Helga’s ‘Say it with Sandwiches’ campaign lets customers send Melbourne and Sydney based loved ones a scooter-delivered sandwich »

The home where the transformation and dining event took place is on Dirk Hartog Island, Australia’s westernmost point.

Off the coast of Western Australia, the island is home to only five residents, Kieran and Tony Wardle and their three children.

The ad is an extension of the ‘Pizzeria at Home’ campaign aiming to revive the image and perception of frozen pizza. ‘Pizzeria at home launched on Monday 25 July and runs across digital, PR and social.

The film itself will be seeded across online and social channels, and is to be supported by a print ad campaign.

Here’s the ‘Remote Ristorante’ video:

Related: Case Study: How Perth’s Jus Burgers set itself apart from franchises and big business competitors »

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Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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