– This article contains paid-for content created in collaboration with Dr Oetker (UK) Ltd. –
THIN and crispy frozen pizza brand Dr. Oetker has launched five new PMPs exclusively to the convenience and independents channel.
From this month, Dr. Oetker’s Pepp-Salame, Funghi, Pollo, Mozzarella and Speciale pizzas will all feature a £3.50 or two for £5 price flash. These packs have been selected to excite and entice shoppers, while also offering better-than-ever value and boosting.
Dr. Oetker’s PMP launch comes at a time when value is high on the agenda for shoppers. In June, the Office for National Statistics reported that 44% of UK adults are trying to spend less money on food thanks to high inflation and the ongoing cost-of-living crisis.
Great value has always been synonymous with frozen food – and pizza in particular – with promotions driving incrementality and playing a big role in the category. Smaller store formats can deliver both the excitement of a great deal, together with year-round value, by stocking price-marked packs from bestselling brands.
Dr. Oetker Ristorante already accounts for a third of the total branded thin and crisp pizza sales in the symbols and independents channel, meaning that now is the perfect opportunity for the brand to support retailers and their customers by building on this success with the launch of a new PMP offer.
The launch follows a recent multimillion-pound refresh of Dr. Oetker Ristorante’s packaging and brand proposition. The refresh included a packaging redesign and the launch of a new £2m marketing campaign ‘Play It Italian’, which saw the brand return to TV and video advertising.
This significant investment was made to maintain and bolster the brand’s success: Ristorante accounts for nearly one in five purchases within the tin and crispy frozen pizza sector, valued at £44m year-on-year.
A final element of the brand refresh included updating the core Ristorante range to ensure that it is compliant with proposed HFSS regulations.
Paula Wyatt, head of marketing at Dr. Oetker Ristorante, said: “2022 is becoming an even more exciting year for Ristorante, as we bolster the launch of our new Play It Italian brand proposition with this new offer for our partners across convenience stores and independent retailers.
“PMPs have played a key role in helping retailers to overcome the misconception that you pay more at convenience, really standing out at the fixture and helping shoppers to grab a great deal.
“Our recent brand relaunch coupled with this new PMP helps us to reinforce our commitment to quality, while also encouraging new customers specifically within the convenience and independent sector to Play It Italian and make their money go further when enjoying a meal at home.”
Visit the website for more information on Dr. Oetker Ristorante.
