AMV wins £5m Oetker launch

Dr Oetker, the European food manufacturer, has appointed Abbott Mead Vickers.BBDO (AMV) to its &£5m advertising launch of its Pizza Ristorante brand.

Pizza Ristorante, which went on sale earlier this month, is the company’s first foray into the UK market. The launch of the frozen pizza brand will be supported by a television advertising campaign created by AMV, with media bought by OMD. Both agencies were handed the business without a pitch.

Dr Oetker sells pizzas in 23 countries throughout Europe, where the advertising is already handled by BBDO networks. The pizza company claims to be the market leader in 11 of these countries.

The company’s European marketing manager Hans-Wilhelm Beckmann says the UK is the second most valuable frozen pizza market behind Germany.

He adds: “The consumer research and test marketing that Oetker carried out prior to launch has been extremely positive and indicates that the Pizza Ristorante brand has what it takes to succeed in the UK.”

Dr August Oetker, a pharmacist from Bielefeld, Germany, founded the Oetker Group in 1891. The company has an annual turnover of more than &£3.5bn and more than 18,000 employees. As well as pizza, the company’s products include baking ingredients, cake mixes, cereals and frozen seafood ready meals.

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