Dr. Oetker

The objective

Slicing through perceptions to increase awareness and engagement

In Canada’s food and beverage industry, Dr. Oetker has always been a household name. However, with shifting economic conditions and growing support for brands and businesses, Dr. Oetker sought to make Canadians recognize and feel that their pizzas are proudly made in Canada. The brand aimed to raise awareness of this messaging in a unique and memorable way and looked to TikTok as the platform to authentically connect with younger audiences passionate about food content.

The solution

Mixing premium placements and fresh creatives

Dr. Oetker deployed a multi-faceted approach leveraging several TikTok solutions to drive their ‘Made in Canada’ messaging. Since their targeting strategy was so specific, they leveraged Pixel integration, which were Custom Audience solutions enabling them to reach their desired audience who had either previously shown interest with their brand content or showed an interest in food preparation videos. 

The 3-week campaign utilized TikTok's Reach & Frequency buying to establish broad awareness, complemented by Auction In-Feed Ads optimized for video views to drive deeper engagement. TikTok Placement features secured top-of-feed visibility during peak engagement periods. 

To bring the message to life, Dr. Oetker embraced a light-hearted approach, built around a playful cultural cue: the distinctly Canadian “eh”. This became the unifying thread across all videos, tying the creative together in a way that felt fun and unmistakably local. Each video prominently featured Dr. Oetker pizzas with clear packaging and logo visibility, accompanied by voiceovers mentioning product names. Additionally, they partnered with 7 Canadian food creators to deliver on the messaging and amplified their content through Spark Ads, deepening authenticity while maintaining brand control.

Lastly, a Brand Lift Study was conducted to measure incremental lift in Ad Recall, Brand Favourability and Purchase Intent, providing any further insight into the effectiveness of the campaign.

The results

Delivering hot upper funnel success

Dr. Oetker's strategic approach on TikTok led to impressive results, significantly outperforming industry benchmarks. The Brand Lift Study revealed a remarkable +11.3% lift in Brand Association with *"Canadian Made", an astounding 2,160% above the industry standard.

The Brand Lift Study results also signified several valuable insights for Dr. Oetker. The exceptional +23% lift in Ad Recall (significantly above industry average) confirmed that consistent visual and audio brand cues alongside a variety of creatives helped boost brand recognition. Additionally, +12% lift in Keyword Association demonstrated a clear resonance with Canadian audience, and +6.9% lift in Favourability (vs. industry benchmark) proving that strategic timing and cultural alignment for key moments are critical to success.

By leaning in to the TikTok’s solutions, and timely engagement with the TikTok community, Dr. Oetker reshaped consumer perception, reinforced their Canadian-made ingredients and won renewed relevance with younger audiences, positioning them for sustained growth at a moment that mattered. Pretty perfect, eh?