Frozen pizza range Ristorante has launched a money-back guarantee backed by a £1m TV push that breaks on Easter Monday (9 April).
The Dr Oetker brand will run the campaign for a month on channels including ITV1, Channel 4 and Five. The ads will ask shoppers ‘Is this the best pizzeria taste this side of Naples?’ and offer them the chance to claim their money back if the pizza doesn’t meet their expectations.
The company is rolling out six million specially-marked packs to retailers.
“Our research shows us there are more than three million households that heavily buy thin and crispy pizzas but have yet to buy Ristorante and we hope this will drive further trial,” said Dr Oetker brand manager Chris Lever.
Sales of the Ristorante brand have grown 6.5% year-on-year to £45.4m [SymphonyIRI 52 w/e 17 March 2012].