Frozen pizza tends to lack natural ingredients, not to mention pronounceable ones. With that in mind, an offbeat campaign for frozen pizza brand, Real’Za Pizza, promotes natural ingredients in … let’s just call them unnatural scenarios.
Real’Za is a minimally processed frozen pizza from Bernatello’s Foods of Maple Lake, Minnesota. It’s presently available in grocery stores throughout the upper Midwest, and with its most extensive ad campaign to date is looking to expand its geographic footprint.
The “Unbelievably Natural” campaign, running in Wisconsin and Minnesota, consists of TV, radio, social, digital and consumer promotion elements. LA-based comedy director Raúl B. Fernández produced the ads created by Solve and marks the first work for the agency after winning the account earlier this year.
Leaning on quirky scenarios, the creative definitely has a fun Upper Midwest twist, with each ad consisting of an unusual act juxtaposed with Real’Za’s natural ingredients.
When a woman hosts a book club at her house, for example, she is more than embarrassed to find her husband hobby horsing around for all guests to see. “My boss is here,” says the embarrassed wife.
The second ad shows a young couple with their friends questioning whether they should have kids when they see a young boy swallow a sword for entertainment.
“Real’Za is our response to consumer demand for healthier, convenient food,” said JJ Halverson, Owner of Bernatello’s Foods. “Pizza is inherently fun to eat, so we’re bringing attention to our new brand with a wink and a smile.”
“The strategy behind Real´Za’s ‘Unbelievably Natural’ campaign is simple: Better taste comes from all-natural ingredients,” said Sean Smith, ECD and partner at Solve, who is no stranger to the pizza category having worked on Domino’s for nearly three years at CP+B.
“The challenge was, everyone’s talking about all-natural these days. But all-natural and delicious, in a frozen pizza? It can’t be real. But it is,” he added. “We set out to find other things you’d never believe could be natural and used them to demonstrate that while some things may be unbelievable, they can still be real, all-natural and delicious.”
Client: Bernatello’s Foods
Production House: The Seven Seas Company
Director: Raúl B. Fernández
Line Producer: Brent McHenry
Director of Photography: Raúl B. Fernández
Offline Edit: Whitehouse Post
Executive Producer: Kristin Angeletti
Producer: Lauren Connolly
Editor: John Dingfield
Assistant Editor: Alex Kane
Audio Mix: SisterBoss
Executive Producer: Annie Sparrows
Audio Engineer: Dan Kramer
Color House: Company 3
Colorist: Dave Hussey
Online Edit: Drive Thru
Executive Producer: Beth Wilson
Online Artist: Derek Johnson