Case Study: Dr. Oetker Canada achieves a 30-point ad-recall lift and 31% media-efficiency gain with Facebook

Dr. Oetker Canada - Customer Case Study

Dr. Oetker Canada, the long‑standing food brand behind Casa Di Mama frozen pizza, needed to build awareness and drive in‑store sales among men aged 18–34 who spend most of their time on mobile — all while competing in a category largely sold on discount. The challenge was to reach that audience efficiently without relying on traditional TV.

Initiative Canada and Facebook used people‑based planning and Facebook’s reach data to plan a Facebook‑focused strategy, then developed mobile‑first video creative (early branding, square format, attention‑grabbing visuals and text overlays) with Creative Shop and John St. Measurement via Nielsen Brand Effect and Facebook marketing mix modeling showed the campaign exceeded goals: a 30‑point lift in ad recall, 13‑point lift in message association and a 31% increase in media efficiency, plus strong sales and ROAS.

Dr. Oetker Canada

Pete MacDonald

Executive Head of Marketing