The Brief
Background
Frozen pizza often gets a bad rap—seen as a last-resort meal lurking in the back of the freezer. Dr. Oetker, Canada's #1 frozen pizza brand, wanted to change that perception and spark a national conversation. Our mission: reframe frozen pizza's image and ignite consumer engagement.
MUSH, an American ready-to-eat overnight oats company, needed an awareness campaign to expand their reach through a combination of paid ads and owned-social content. The challenge was to craft something that stayed true to the brand’s playful nature while engaging a health-conscious audience in a saturated market.
The Approach
Insight
We leaned into the cultural moment with a campaign built on one simple, cheeky insight: frozen pizza needs better PR. Partnering with foodie influencer @hey.itsbel, we launched a callout to Canadians—what if we hired the world’s first #FrozenPizzaPublicist? From there, we developed a playful, narrative-driven hero spot centered around an intern-turned-advocate who takes up the cause. As creative director, I helped shape the overall story and art direction from the ground up.
Our audience strives to be the healthiest version of themselves, but life’s chaos—busy schedules, daily challenges, and occasional slip-ups—often gets in the way. Despite these obstacles, even on their toughest days, MUSH remains that one small, convenient, and healthy choice that helps them stay on track. We aimed to highlight how MUSH’s ready-to-eat oats make it easy to maintain wellness, no matter what life throws at you.
The Campaign
The Solution
The centerpiece was a high-energy explainer-meets-recruitment video that brought our publicist concept to life. From casting and visual storytelling to prop selection and wardrobe styling, every detail was designed to elevate frozen pizza—and make people smile while doing it. We paired the hero spot with a social and influencer push to spread the word, build buzz, and drive applications for the actual publicist role.
We crafted a fun and relatable campaign that visualized the daily struggle of staying healthy, while also celebrating the resilience and dedication of MUSH’s consumers. The content used humor to acknowledge the reality of balancing health goals with life’s messiness, positioning MUSH as a simple, no-fuss solution. Through bold, attention-grabbing visuals and a playful tone, we aimed to stop users mid-scroll on social platforms, changing the perception of oats forever. Our campaign not only promoted MUSH’s product as ready-to-eat, but also ready for anything—just like their audience.
Launch
Launch
The internet ate it up (pun intended):
- 11.8K+ contest entries
- 1.3M site visits
- 23.5M impressions
- 60.9M earned media reach
And most impressively? While the frozen pizza category dropped by 11% that month, Dr. Oetker saw a 4% sales increase. PR crisis averted.
The internet ate it up (pun intended):
- 11.8K+ contest entries
- 1.3M site visits
- 23.5M impressions
- 60.9M earned media reach
And most impressively? While the frozen pizza category dropped by 11% that month, Dr. Oetker saw a 4% sales increase. PR crisis averted.