Dr Oetker
The creation of Dr. Oetker Fresh Pasta TV advert

Dr. Oetker aimed to increase awareness and usage frequency of its chilled fresh dough range in the Hungarian market. The challenge was not simply to introduce the products, but to show how ready-to-bake doughs offer genuine support for time-pressed modern households.

The communication needed to educate consumers on how to use the products, highlight their speed, ease of preparation and creative versatility, while also building an emotional connection between the brand and its audience.

The key question was how to present these practical product benefits not as a dry set of instructions, but through inspiring, appetising and visually compelling video content.

Progressive developed a creative platform centred on the idea of ‘creativity made simple’. The concept was based on the idea that anyone can quickly prepare impressive, delicious and creative dishes using Dr. Oetker’s Fresh Pasta.

The campaign focused not merely on the product, but on the joy of creation and the end result. In the films, visuals took centre stage rather than storytelling: we showcased the process of using the pasta with dynamic camera movements, exciting close-ups and mouth-watering food styling.

From rolling out the dough through to shaping and filling, right up to the finished dish, every scene emphasised that creative baking can be achieved quickly and easily. The Easter and Christmas versions provided seasonal inspiration, whilst the pizza dough film showcased the product’s practical benefits as content suitable for use all year round.

When developing the visual style, it was important that the films aligned with Dr. Oetker’s family-friendly, trustworthy and high-quality brand character, whilst also capturing attention in a modern video environment.

Orsolya Szabó, Client Service Director at Progressive, said: “In the videos, we showcased the preparation process in settings that were as exciting and interesting as possible. We offered an experience that goes beyond simply conveying information to create an emotional connection between viewers and Dr Oetker Fresh Pasta.”

The campaign successfully helped to raise awareness of Dr. Oetker’s Fresh Pasta range and educate consumers about the category. The visually-focused creative concept helped ensure that the products’ benefits reached the target audience in an easily understandable, inspiring and appealing way.

The three adverts not only demonstrated how to use the product but also gave consumers ideas for creating their own creative dishes. The campaign thus served simultaneously as a product demonstration, a source of recipe inspiration and brand-building video content.

Progressive’s role in the full-scale video production ensured that the creative concept, food styling, visual design and the final adverts were all realised to a consistent standard, in keeping with the Dr Oetker brand.