Dr. Oetker’s master-pie(ce)

An OOH billboard portrays the company's frozen pizzas as hand-tossed to perfection.


Frozen pizza in a box doesn’t normally make you think of traditional Italian pies, hand-tossed to perfection and peppered with scrumptious toppings.¬†But that’s the power of an elegant visual metaphor like the one Toronto agency Giants and Gentlemen produced for client Dr. Oetker.

The OOH execution features a pizza virtuoso tossing a box of Dr. Oetker’s Pizza Tradizionale into the air as though it were, in fact, dough¬†–flakes of flour falling to the wayside as hands as beautiful as David’s spin out a masterpiece. The clever take on the iconic pizza toss reminds foodies everywhere that the best food is (quite literally) handmade.

Initiative led the media strategy and execution, which includes OOH with video in Toronto’s Union Station, Pattison’s One Stop video network and Cineplex Media.

Speaking in puns, Cecile Dhanani, senior brand manager at Dr. Oetker, explained that “whenever you put an interesting spin on the conventional packshot, it makes messaging stand out.”


Client: Dr. Oetker
Agency: Giants & Gentlemen
Creative directors: Natalie Armata, Alanna Nathanson
Associate creative director: Steven Kim
Art director: Amber Arezes
Copywriter: Logan Broger
Photographer: Jim Norton
Photography studio: Jim Norton Photo
Media: Initiative