To prove that Ristorante frozen pizza lets you enjoy pizzeria taste wherever you call home, we turned Australia’s most remote home (on Dirk Hartog Island, the western-most point of Australia), into the world’s most remote pizzeria.

For a home to become a restaurant, all it takes is some tables, chairs, a giant pizzeria sign and the restaurant quality taste of Ristorante frozen pizzas… and of course customers.

People came from far and wide but little did our guests know, the pizza they were eating was straight from the freezer.

To prove that Ristorante frozen pizza lets you enjoy pizzeria taste wherever you call home, Australia’s most remote home was transformed into the world’s most remote pizzeria.

Like any other restaurant opening, the home-turned-pizzeria promoted to the locals and the rest of the nation. Typical flyers, sandwich boards, and even the classic pizzeria sign helped spread the word, as intrigue grew, and disbelief turned to amazement.

People came from far and wide to take a seat at the pizzeria – including selected media and social media influencers – all who were surprised to discover the meal they’d been enjoying was frozen pizza.

A live TV media crew shared the opening night with media outlets as soon as the dinner service ended. And for those who couldn’t experience the restaurant first hand, the online content on Facebook and YouTube meant that they too could share in the experience.

Ristorante shook up a stale and conservative category, creating an activation and piece of branded entertainment that not only challenged the perception of the category but also proved the quality and convenience of the product.

Although only being a small player in the market, the campaign achieved an overall reach of 10.4 million and a 274% increase in organic Facebook engagement. Earned media included features in Daily Mail Australia, Daily Mail UK, the Yahoo!7 network, National TV news, radio features, blogs and influencer channels.

The campaign led to changes in consumer awareness with brand appeal and purchase intent rising by 69% and 62% respectively. It also led the category in conversion from awareness to trial.

Since the activation, Ristorante has become the number one frozen pizza in Australia for the first time - finishing 2016 with a record 5% higher share than previous market leader McCain.