New Papa Giuseppi’s work from The Royals celebrates pizza euphoria post ‘the hungries’
A new campaign from frozen pizza brand, Papa Giuseppi’s celebrates pizza, ditching the stereotypes surrounding frozen foods.
‘Happies the hungries’ is the first work by The Royals for the Dr Oetker brand, positioning Papa Giuseppi’s pizza as the perfect cure for ‘the hungries’, an ‘extreme state’ of hunger.
The campaign features a man searching through his empty kitchen for something to eat, finding himself endlessly searching through the same cupboards and fridge, finding nothing to cure his hunger, before finally being served up a slice of pizza.
Monique Brougham, assistant brand manager at Dr Oetker, said: “We love that our new Papa Giuseppi’s campaign really brings our key brand assets to life at the centre of the Happies the Hungries idea. Papa Giuseppi’s has been satisfying Australians’ hunger from the convenience of their freezers for almost 50 years, and this campaign is the perfect way to celebrate what we’re all about.”
The campaign takes an unapologetic tone to its ‘frozenness’, according to The Royals, Papa Giuseppi’s is aiming to cut through the “social stigma still attached to pizza from the frozen aisle”.
The Royals creatives Kevin Pease and Lee Spencer said: “To come up with the idea, we didn’t eat for a day, to really get into the mindset. That’s how ‘Happies the Hungries’ was born. A brand platform that allows us to continually reinvent what it means to be hungry for a range of contextual media placements.”
‘Happies the hungries’ has launched across BVOD, radio, digital, OOH and socials.
The Royals won the Dr Oetker account last year, which includes Queen Vanilla and Papa’s Ristorante.
Other recent work from The Royals includes a response to the Australian Government’s ‘milkshake’ video series, entitled “Consent is a Conversation”in April, featuring Clementine Ford, as well as a new brand positioning for Coopers, following the masterbrand account win in August last year.
Credits
Client: Dr Oetker
Creative Agency: The Royals
Production Company: Hooves
Media Agency: iProspect
Got a tip?
Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
Linkedin