Dr. OetkerPizza Guseppe
1,896 streamers promoted their favorite pizza!
Q1 2025
MESSAGES DETECTED
IN STREAM CHATS
UPLIFT IN PERCEPTION
OF GUSEPPE AS A
"GAMER'S PIZZA"
INCREASE IN
BRAND CONSIDERATION
BOOST IN
AD RECALL
Dr. Oetker proves that gamers can satisfy their hunger without interrupting their game.
Campaign realised in cooperation with PHD Media Direction.
Every gamer knows the struggle: you're in the heat of the match, emotions are high, and hunger hits. Do you pause and cook, or settle for a snack? Dr. Oetker's Guseppe solved this classic gaming dilemma by proving a meal can be ready fast without meaning "game over."
THE CHALLENGE:HOW TO BECOME PART OF THE GAMING CULTURE
The frozen pizza market is fiercely competitive, and standard product campaigns struggle to cut through the noise with gamers. While the category fits their needs perfectly (quick, filling meal without interrupting the flow), communicating this benefit required a strategy that wouldn't feel intrusive, fake, or "cringe."
GUSEPPE'S GOAL WAS TO BUILD AN AUTHENTIC IMAGE AS THE "PIZZA FOR GAMERS," ANCHORED BY THREE FLAGSHIP VARIANTS:
- Ham & Mushroom
- Four Cheese
- Salami with Cheddar Sauce
STRATEGY:A CHOICE THAT BUILDS COMMUNITY
Ditching traditional product placement, the campaign bet on streamer authenticity and individuality. Powered by proprietary inStreamly technology, every participating creator selected their own favorite Guseppe flavor.
ONCE A FLAVOR WAS CHOSEN, THE SYSTEM AUTOMATICALLY GENERATED A PERSONALIZED CREATIVE FEATURING THE STREAMER'S NAME AND THEIR RECOMMENDATION.
The animation revealed ingredients before the full pizza, subtly blending fun, context, and product.
The effect
1,896 UNIQUE AD CREATIVES HIT THE SCREENS, EACH AS UNIQUE AS THE STREAMERS AND THEIR COMMUNITIES.
EXECUTION:pizza tribes IN THE CHAT
Authenticity sparked a viral reaction.
Viewers spontaneously championed their favorite variants, forming "pizza tribes" in the chat - flavor factions playfully defending their choices and debating with others.
THE STREAMER SPLIT QUICKLY BECAME THE TOPIC OF CONVERSATION:
Ham & Mushroom
Four Cheese
Salami with Cheddar Sauce
Organic food talk became a catalyst for brand interaction: no paused streams, no intrusive interruptions needed.
ENGAGEMENT EXCEEDED OUR EXPECTATIONS BY FAR
...especially given the debut of our new flavor: Salami & Cheddar Sauce. Over 25% of streamers chose this specific variant: a massive win! We are even more satisfied with the Brand Lift metrics, which confirm that Guseppe has truly solidified its footing within the gaming community: a critical audience for our brand.
Aldona Burska-Szypszak
Product Manager at Dr. Oetker Polska
CAMPAIGNRESULTS
Brand Lift studies confirmed the campaign delivered outperformance in both reach and brand image metrics:
UPLIFT IN PERCEPTION
OF GUSEPPE AS A
"GAMER'S PIZZA"
INCREASE IN
PURCHASE INTENT
BOOST IN
AD RECALL
streamers promoted
their favorite pizza
INSTEAD OF A SINGLE, UNIFIED MESSAGE, EACH ACTIVATION WAS A UNIQUE RECOMMENDATION CRAFTED BY THE STREAMER IN THEIR OWN STYLE
KEY TAKEAWAYS: WHEN A BRAND BECOMES PART OF THE CONVERSATION
Gamers reject interruptive ads that force a narrative. Guseppe succeeded by empowering creators and their communities. The campaign demonstrated that in the attention economy , the most effective strategies are those that invite the audience to participate, not just consume.
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