Dr. Oetker - Frozen Pizza Publicist

Frozen pizza doesn't have a reputation problem—it just has bad PR.

At least, that’s what the team at Thinkingbox’s Antisocial realized when they partnered with Dr. Oetker Pizza. For years, Canadians have treated frozen pizza as the backup plan—the meal of last resort—eclipsed by the perceived indulgence and social cred of takeout. Dr. Oetker, Canada’s most trusted frozen pizza brand with a commanding 55% market share, wanted to flip that narrative and connect the masterbrand to a new generation of pizza lovers.

Enter: Frozen Pizza’s Publicist, a campaign built to transform frozen pizza from overlooked to celebrated. Armed with a bold rallying cry—“Frozen Pizza Needs a Publicist!”—we invited Canadians to become part of a movement, proudly championing the cause of frozen pizza everywhere.

Even with a smaller media budget than the previous year, the campaign sparked conversation and cultural momentum by blending influencer partnerships, playful social storytelling, user-generated content, and proactive community management