Ristorante’s previous campaign successfully set the communication platform of ‘pizzeria taste at home’. Our task was to take this core message to the next level by creating a campaign to promote trial and strengthen the perception of Ristorante frozen pizza as being restaurant quality.

The Australian frozen pizza market was as dreary as the supermarket aisles themselves. We needed to create an experience that would surprise and delight. An experience as entertaining for the participants living it, as it would be the audience watching.

We set out to prove that from Adelaide to Ayres Rock, absolutely anywhere in Australia, Ristorante lets you enjoy ‘pizzeria taste’ wherever you call home.

The key campaign objectives were to build brand awareness and increase market share in the frozen pizza category – ultimately convincing the nation that ‘frozen’ doesn’t have to be a compromise on flavour.

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.

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.