What if?

Could a global pizza company develop a compelling new-to-world product for the US market?

Results

Dr. Oetker had the leading frozen pizza in multiple markets around the globe but hadn’t been able to crack the United States. Their team came to us to identify and realize opportunities to leverage their extensive frozen pizza know how in America. We began by taking them on a pizza tour around the country, exploring everything from pizza joints to how people cooked pizzas in their own homes. With this research in hand, we identified upwards of ten innovation territories and worked with their leadership team to narrow down to a DIY frozen pizza offering for kids—a product that was glaringly missing in the market. With the opportunity identified we developed and named the brand, developed a full story and packaging, and began working with Mattson on product innovation. Unfortunately our early research sessions with Mattson were concluding just as COVID shutdowns began and the project is still on hold. My kids still ask me every week when Funzza will be in the market, and I always tell them “soon”.

What I did:

• Team facilitation and alignment

• Vision formation

• Strategy development

• Consumer research design and analysis 

• Brand platform development

• Creative direction

• Product concept development 

• Product naming 

Partners:

• Design / Brett Jorgensen, Katie Shultz

• Copywriting / Erin Borawski

• Work done at Bulldog Drummond