Papa Giuseppi’s launches new ‘Happies the hungries’ campaign via The Royals
A new campaign for Papa Giuseppi’s via The Royals, revels in uninhibited pizza joy, showing how the frozen pizza brand can cure a serious case of the hungries.
‘Happies the hungries’ is the first campaign for the brand by The Royals and sets up Papa Giuseppi’s as the perfect solution to the hungries – a more extreme state than the mere munchies.
The campaign has launched across BVOD, radio, digital OOH and social. The film shows a man slowly unravelling as he finds himself in an endless cycle of repeatedly checking the cupboard and fridge for anything to satisfy his dinnertime hunger. An exercise many of us can relate to. With a slice served up by Papa Giuseppi himself though, he enters pure pizza nirvana.
Adopting a fun tone and being unapologetic about its ‘frozenness’, Papa G’s aims to smash through the social stigma still attached to pizza from the frozen aisle.
Part of the Dr Oetker stable of brands, Papa Giuseppi’s is sold in supermarkets nationally.
Says Monique Brougham, assistant brand manager at Dr Oetker: “We love that our new Papa Giuseppi’s campaign really brings our key brand assets to life at the centre of the Happies the Hungries idea. Papa Giuseppi’s has been satisfying Australians’ hunger from the convenience of their freezers for almost 50 years, and this campaign is the perfect way to celebrate what we’re all about.”
Creatives on the campaign, Kevin Pease and Lee Spencer added: “To come up with the idea, we didn’t eat for a day, to really get into the mindset. That’s how ‘Happies the Hungries’ was born. A brand platform that allows us to continually reinvent what it means to be hungry for a range of contextual media placements.”
LISTEN TO THE FIRST RADIO SPOT
LISTEN TO THE SECOND RADIO SPOT
LISTEN TO THE THIRD RADIO SPOT
Client: Dr Oetker
Agency: The Royals
Production Company: HOOVES
19 Comments
Did it better
I like it. Simple and fun.
Good one. It’s funny.
I lol’d
Goes downhill fast from 0:02.
So he looks in the cupboard and fridge 35 times, but then gets handed frozen pizza? Why didn’t he just look in the freezer in the first place?
Presents what?
That hopeful smile when he checks the cupboard for the third time. hilarious.
I’ve worked with idiots that have a 5 & 2 diet. I don’t recommend not eating for a day…you’ll end up with something like this
It’s good. Not great. But good. The ad, and the pizza.
The entire ad space in this country is made up of comedy.
Made me want to eat pizza. True story.
As a former stoner and bachelor, I lol’d at ‘you’re a grown man’. And the line ‘Happies the hungries’ is perfect for my former self. Just please stop calling campaigns a ‘platform.’
why no full credits?
Simple. Royals don’t do credits.
Nice work as always, Royals. Don’t listen to the jaded creatives in the comments gutter.
I get it. It’s fun. But “happies the hungries” literally makes no sense.
Me likey
Australia needs funny in these unprecedented times. This is funny.
Yes. Yes. Yes.