BWM establishes Australia’s most remote pizzeria in Dirk Hartog Island
Frozen Pizza brand Dr Oetker has created the world’s most remote pizzeria in an effort to prove it is as good quality as a restaurant pizza.
BWM Dentsu is behind the PR and digital campaign that saw people flown in from around the country to experience the pizzeria dubbed Remote Ristorante.
The effort has resulted in a Youtube film which is being seeded across social media channels.
The “restaurant” was set up on Dirk Hartog Island of the coast of Western Australia, home to just five residents.
“How better to demonstrate how accessible great pizza is than by opening up a pizzeria in one of the most remote parts of Australia,” BWM Dentsu Melbourne managing director Mark Watkin said.
“The kicker to all of this is, it’s frozen pizza. We’re changing perceptions of the category and bringing it back in to public.”
Paul Wyatt, executive marketing manager of Dr Oetker Australia said the stunt was a great way to prove the quality of its product.
“This campaign is an extension of our Pizzeria at Home campaign, the results of which have shown that consumer perception of frozen pizza is changing for the better,” Wyatt said.
“People who wouldn’t have even considered eating frozen pizza a few years ago, now enjoy it on a regular basis as a quick and delicious meal at home.”
Credits:
- Creative Agency: BWM Dentsu
- Rob Belgiovane – Group Chief Creative Officer
- Mark Watkin – Managing Director
- Belinda Murray – Client Services Director
- Simon Bagnasco – Executive Creative Director
- Phil van Bruchem – Creative Director
- Ryan Purcell – Associate Creative Director
- Tom Opie – Creative
- Chris Plummer – Creative
- Luisa Peters – Senior Onscreen Producer
- Deanne Pascoe – Account Director
- Bridget Lane – Account Executive
- Mikaël Perhirin – Head of Digital & Customer Experience
- Mac Wright – Digital Experience Manager
- PR: Haystac
- Production Company: Finch
- Director – Yianni Warnock
- DOP – Patrick O’Sullivan
- Executive Producer – Corey Esse
- Producer – Katie Downie
- Post Production Company: Puffin Post
- Sound: Front of House
- Media Agency: Dentsu Mitchell
https://mumbrella.com.au/jeep-create-worlds-remote-dealership-promote-new-cherokee-234475
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I think I want to like this, but I am not sure. Open question to BWM, and I’m not trying to be a critic.
If the problem is people being unable to access good pizza, I get it. Now they can, thanks to frozen pizza. But most of the population has access to restaurant quality pizza.
However I would have thought the issue is that frozen pizza has quality issues. So what does accessibility have to do with it? This seems muddled. Is it accessibility or quality? The two have nothing to do with each other I would have thought? Or is it just a good gimmick to get some social chatter?
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