Italian frozen pizza breaks into U.S. market

Feb. 7, 2011

PowerPact, a promotion agency, has partnered up with Dr. Oetker, Italy’s top-selling frozen pizza brand, to promote its Ristorante Pizza brand in the United States. The item will be available in targeted Northeast cities beginning in the spring.

“Dr. Oetker is an internationally renowned, family-owned and multi-billion dollar business and PowerPact is thrilled to have the opportunity to begin working with the company as it expands in the U.S.,” said Robert Mazzucchelli, president of PowerPact. “Dr. Oetker is the number one frozen pizza brand in Italy for a reason – the taste is second to none, and we can’t wait to drive further trial and awareness of the brand.”

The Ristorante brand features Italian restaurant-style thin crust pizza.

PowerPact will be responsible for the execution of a multi-market sampling tour across target cities in the Northeast. The partnership will include organization of mobile tour logistics and scheduling, development of promotional materials, product sampling and on-site logistics management and execution.

“We are excited to partner with PowerPact to develop an engaging, high quality brand experience that will provide consumers the opportunity to taste the Ristorante Pizza difference. We want consumers at targeted events and retail locations throughout the Northeast to know that they can enjoy Italian restaurant style pizza at an affordable price right in their own homes,” said William Whalen, executive vice president for Dr. Oetker USA LLC.

Frozen pizza continues to challenge the pizza industry, offering creativity and, more often than not, lower price points. Many chains are taking advantage of a crossover market, including California Pizza Kitchen and Pizza Patron.

Topics: Food & Beverage , Marketing / Branding / Promotion

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