The campaign aims to raise awareness of its Ristorante and new Quattro Fromaggi topping. The firm hopes to encourage new customers and repeat purchases from existing customers.
Activity includes television, print, sampling, and online support, which will continue throughout the year.
The TV push will build on the “Italian Nights” campaign currently on air with a 10-second tandem shown later.
Rival Pizza brand Goodfellas revealed earlier this week that it is repositioning its frozen pizza portfolio in a bid to establish it as a “master brand” and shift consumer perceptions.
The frozen pizza category is currently worth £380m and the Dr Oetker brand has market penetration of 15.4%.