Dr. Oetker
Category
Social
Strategy
OOH
Client
Dr. Oetker
Thinkingbox / Antisocial
The Brand
Dr. Oetker is a globally recognized food brand with deep roots in Canadian households. While the brand holds strong legacy trust, it operates in an increasingly crowded and fast-moving frozen food, CPG and social media landscape, where relevance is earned through cultural fluency and sharp creative execution.
The Challenge
Cutting through category sameness while maintaining brand credibility. Dr. Oetker needed work that felt culturally aware, distinctly Canadian, and capable of living across both digital-first platforms and high-impact OOH placements, without slipping into generic “brand voice” territory.
Creative Strategy
Social content was designed to feel timely, conversational, and self-aware, while OOH extended these ideas into bold, attention-grabbing executions that reinforced memorability beyond the feed. Strategy and execution worked in tandem while remaining flexible enough to respond to culture in real time.
Result
The campaign helped reposition Dr. Oetker as a brand that understands its audience and isn’t afraid to participate in culture with confidence and humor. The work gained industry recognition and press coverage, reinforcing the strength of the concept and its execution.
Insight
The challenge was to cut through the noise and be culturally relevant, distinctly Canadian, and capable of living across both digital-first platforms and high-impact OOH placements, without slipping into generic “brand voice” territory.
Creative Strategy
We leaned into Canadian cultural identity. Using the phonetic “eh” sounds of its brand names – Ristorant-eh, Giusepp-eh, Casa di Mam-eh – we created a frenetic hero spot in which the main character slaps “eh” stickers onto Dr. Oetker products.
AntiSocial worked on creative for the campaign while OMD Canada handled media.
Dr. Oetker used the homegrown interjection “eh” to tap directly into Canadian cultural conversation and the broader “Buy Canadian” movement, positioning the brand as locally proud and culturally fluent rather than seeing itself as a generic frozen pizza brand. The approach aimed to connect emotionally and playfully. In media coverage around the campaign rollout, the brand articulated that it “leaned into a playful campaign to connect with Canadians on an emotional level — bringing some fun and national pride to the conversation.”
cultural play
Industry articles note the work as staking an identity claim in the “Buy Canadian” space using a uniquely Canadian linguistic cue (the “eh”), with the idea being for the strategy to go beyond functional messaging into cultural relevance.
