Who: Dr. Oetker, Giants & Gentlemen, Jim Norton (photography)

What: “Pizza Toss,” a new out-of-home campaign for its one-year-old premium frozen pizza line, Pizza Tradizionale.

When & Where: The campaign includes print and video boards in Toronto’s Union Station (part of a broader takeover campaign), as well as the One Stop video network and Cineplex Media. It is also appearing on digital, social, transit shelters and superboards.

How: Like any good static advertising, the key to the concept is simplicity. The creative shows a pair of flour-covered hands tossing a Tradizionale pizza box into the air. The message is easy to grasp: It may be a frozen product, but it’s akin to the real thing.

Why: Well, frozen pizza is hot. According to a 2018 report from Technavio, the market is set to grow by approximately US$16 billion by 2022. Growth is being driven by a variety of factors, including a rise in urbanization, a growing desire for convenience foods, and an increase in disposable income.

And we quote: “Whenever you put an interesting spin on the conventional pack shot, it makes messaging stand out. We think this does a great job of telling the Tradizionale story in a way that’s clear, clever and immediate.” —Cecile Dhanani, senior brand manager, Dr. Oetker.

“This is a premium frozen pizza for quality seekers that appreciate authenticity. These people are interested in knowing how the ingredients are sourced and how food is prepared. This led to the creative idea: Foodies are busy too.” —Natalie Armata, co-founder, chief creative officer, Giants & Gentlemen.