7. Since frozen pizzas are usually perceived as
unhealthy, we decided to challenge this notion by
marketing it to a particular group of people:
Mothers
8. We targeted mothers aged 25-40.
These are usually busy working mums who
have no time & energy to cook a quality
meal for their family.
9. And they feel conflicted because...
As mothers,
they want the
best for their
families
Yet as busy
professionals,
they want to
rest after
work
10. So we tapped into the big idea of:
The Power to Solve Problems
11. Through the use of a 30s TVC, we demonstrated
how Dr. Oetker’s pizza can help mothers prepare
a quality yet convenient meal.
12. 1. Mother receives a last minute phonecall from her mother-in-law
that she is joining them for dinner.
2. Mother quickly cooks up a Dr Oekter's pizza and serves it at the
table.
3. Doorbell rings. Mother welcomes Mother-in-law confidently.
4. Mother-in-law joins the table and family starts eating.
5. Mother-in-law eyes the pizza, picks up a slice, and tries it.
6. Mother-in-law inspects pizza and ponders for a while.
(Suspense)
7. Mother-in-law gives look of approval (mm..not bad..) to Mother.
8. Camera tracks from family laughing heartily to the dustbin with
Dr Oetker's pizza box in there.
9. Tagline - Dr Oetker's Pizza: So good, it's gotta be
homemade.
30s TVC: The “Mother-in-law” Test
13. Result:
We sent out a message to all working mums that
Dr. Oetker’s pizza allows them to give themselves a
break & their families the best.
14. Result:
At the same time, we prove to the non-believers
that Dr. Oetker’s pizza can be a quality meal.
