Dr Oetker is hoping to improve the reputation of frozen pizza with a £1.5m push for its premium Ristorante brand. The manufacturer claims the TV, print and sampling campaign will address the consumer perception that chilled pizza is better quality than frozen.

It will emphasise the "Italian restaurant quality" of Ristorante, which has recorded 10.3% sales growth to £38m over the past year [IRI]. "We are keen to expand further by targeting audiences potentially not aware of the quality available in the frozen aisle," said senior brand manager Janet McQuillan. The campaign runs from next week until October.

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