Observed Signal · Jul 6, 2026 · Agency Switch · Source: Horizont · Impact: 1/5 · Sentiment: Neutral
Thjnk Wins Dr. Oetker Ristorante Account From BBDO
Dr. Oetker has launched a new campaign for its flagship frozen pizza brand Ristorante under the motto "Anytime@Ristorante." The creative work for the campaign was developed by agency Thjnk, replacing the long-standing incumbent BBDO in Düsseldorf. BBDO had managed the Ristorante account since the product's market launch in 1985. The campaign aims to modernize the brand, and the article notes the switch could herald further changes in the brand's agency relationships.
A standard creative agency account change affecting a single brand; limited industry-wide implications beyond the German advertising market.
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Key Takeaways & Evidence Grounding
- Dr. Oetker launched a new campaign for its flagship frozen pizza brand Ristorante.
- The campaign's motto is "Anytime@Ristorante."
- The creative for the new campaign was developed by Thjnk, not the incumbent agency BBDO.
- BBDO had managed the Ristorante account since the brand's market launch in 1985.
- Article published on 2026-07-06 by Mehrdad Amirkhizi.
Connected Companies & Entities
3 Entities mapped“Dr. Oetker startet eine neue Kampagne für seine Flaggschiff-Tiefkühlpizza Ristorante....”
“Ristorante wird seit dem Marktstart im Jahr 1985 von BBDO in Düsseldorf betreut....”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Thjnk Wins Dr. Oetker Ristorante Account
Dr. Oetker has launched a new campaign for its flagship frozen pizza brand Ristorante under the motto "Anytime@Ristorante." The creative work for the campaign was developed by agency Thjnk, replacing BBDO — which had managed Ristorante's communications in Germany since the product's market launch in 1985. The new creative aims to modernize the Ristorante brand. The report does not indicate whether this change signals a broader, long-term shift in the brand's agency relationship.
Dr. Oetker Boosts TV Ads Around Football and Let's Dance
Dr. Oetker ran its most intensive week of TV advertising in 2026, placing 884 spots across German broadcasters during the seven-day period ending May 4, 2026. According to All Eyes On Screens data, the campaign generated a gross reach of 511 XRP and moved the brand to third place in the weekly advertiser ranking. The company targeted event- and entertainment-led inventory: multiple pizza spots ran around RTL’s Let's Dance (nine spots on Friday producing 39 XRP) and a 'Mia Grande' promotion tied to football-fan incentives aired 253 times, generating 158 XRP. Dr. Oetker concentrated buys on ProSieben/Seven.One Media (ProSieben alone carried 16.9% of its spots) and on RTL/Ad Alliance inventories. The report also notes Amazon and Kaufland led the weekly rankings with roughly 1,999 and 1,656 spots and 771 and 710 XRP respectively.
Knack & Back Launches Social-First Campaign for New Pizza Dough
Food brand Knack & Back, owned by Cérélia, has launched its largest campaign in years for the new "Meine Pizzeria" pizza dough. Running from late August to late October 2026 in Germany, the social-first and Connected TV (CTV) campaign entirely bypasses linear TV. Developed and managed full-service by creative agency Zum goldenen Hirschen, the initiative targets diverse demographics using three distinct testimonials: comedian Otto Waalkes, influencer Dagi Bee, and hip-hop duo Celo & Abdi. Tailored video spots of 20, 15, and 6 seconds are being distributed across digital platforms like Meta, TikTok, YouTube, Twitch, Netflix, Disney+, and Amazon Prime. Supported by point-of-sale activations, couponing, and retail media, Knack & Back aims to generate approximately 200 million impressions and reach 10 million people.
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