JCDecaux and Dr. Oetker have launched a communication campaign for the Rustica pizza range, the brand's first in Portugal. Under the concept "Share, if you can!", the initiative uses an interactive and sensory experience that encourages sharing and experimentation.

Developed in collaboration with the media agency EssenceMediacom, the initiative uses a pizza-scented billboard, created by JCDecaux.

The display challenges passersby to participate in a joint action, requiring two people to simultaneously press the interaction points to be eligible to win, on the spot, a discount voucher for the purchase of a Rustica pizza.

Regarding the initiative, Ana Catarino, Head of Trade Marketing at Dr. Oetker, highlights: “ This is the first time we have communicated the Rustica brand in Portugal and we wanted to do it in a distinctive way, reflecting the generosity and indulgence of the range, and what better way than to take the campaign to the streets where our audience is .”

Two new recipes

The campaign accompanies the launch of two new products, available in major Portuguese supermarkets: the Rustica Kebab and the Rustica BBQ Meat Feast Filled Crust. The latter is distinguished by its crust filled with cheese and garlic cream.

The initiative aims to raise brand awareness among young adults and families aged 18 to 45, who seek convenience without sacrificing quality and distinctive flavors.

Outdoor advertising

“ The partnership with JCDecaux allowed us to transform the concept 'Share, if you can!' into a fully interactive and sensory experience, bringing the brand closer to consumers and encouraging the experimentation of our latest innovations ,” says Ana Catarino.

Activation combines physical interaction, olfactory stimulation, and immediate reward. In this sense, Gustavo Gonzalez, leader of Creative Solutions & Special Projects at JCDecaux, underlines the value of these innovations in urban spaces: “ Our main objective with Creative Solutions projects is to transform public spaces and Out-of-Home advertising into a stage for memorable experiences. In this partnership with Dr. Oetker, we went far beyond traditional visual communication by introducing a strong sensory stimulus, such as the smell of pizza, and an interaction mechanism that requires collaboration between two people. It proves that outdoor advertising can generate proximity and tangible outputs immediately .”

The activation is part of a broader communication strategy by Dr. Oetker, which also includes a presence in digital channels and at the point of sale.