Stick With Canadian Made
Despite producing many of its pizzas in Ontario using locally sourced ingredients, Dr. Oetker was often perceived as an international brand. “Stick With Canadian Made” was an integrated campaign designed to make the brand’s Canadian roots unmistakable.
The campaign added a playful Canadian “EH” to the pronunciation of Ristorante, Giuseppe and Casa di Mama. This creative idea came to life through product stickers, in-store placements, out-of-home advertising, creator partnerships, paid media and social content.
My Contribution
As part of AntiSocial’s creative team, I contributed to campaign brainstorming and helped translate the physical rollout into content for digital platforms.
I photographed and filmed campaign touchpoints across Toronto, including the billboard and the newly stickered products in grocery stores. I then developed social-first photo and video content that allowed the physical campaign to reach audiences beyond the street and retail environments.
Results:
• 102M+ total impressions
• 2.4M+ total engagements
• 3.8M influencer-content views
• 11.3-point lift in association with “Canadian Made”
• 22.5-point lift in TikTok ad recall
• 5.4-point lift in action intent
The campaign was subsequently published as an official TikTok for Business case study and entered in the Integrated Campaign category of the 18th Annual Shorty Awards.
Campaign created collaboratively by Dr. Oetker Canada, AntiSocial, OMD Canada and partner teams. Presented here to document my individual contribution as a Content Creator. All campaign trademarks and materials remain the property of their respective owners.