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BACKGROUND
Gamers like to snack while playing.
But they hate wasting precious gameplay time cooking. Their go-to food is usually something quick and easy to make, yet delicious One product checks all those boxes: Feliciana, Dr. Oetker's frozen pizza. But a brand typically associated with mothers and cosy home food preparation was trying to reach a broader, younger audience: GenZ.
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APPROACH & IDEA
To let GenZ know about the only Dr. Oetker product you don’t need to be an expert in the kitchen to prepare, we went straight to their beloved Fortnite and utilised its Creative Mode to the fullest.
We created a new battle royale arena, built to look exactly like a Feliciana.
Each battle round lasts exactly 15 minutes – the same time it takes to prepare the pizza. To launch it, we invited Jeni Ivanova, a Bulgarian pro streamer, to lead 15 other players in an epic clash on the pizza map, live on Twitch, while baking her own pizza on an additional live feed. After the stream, we made the custom map code available to anyone, expanding the reach.
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EFFECT
With only a modest media budget of €250, we activated GenZ fans, creating more than 35K in-game brand experience with 1100+ live video comments and dozens more hours of gameplay due to the publically open map.
Recognition
Silver – White Square, Brand Experience
Shortlist – 2023 Lisbon Ad Festival, Branded Content
Shortlist – 2023 Lovie Awards, Web3 & XR – Best Game Experience
