The drive forms part of a £3m integrated campaign delivered by agencies Life, Brazen and Decide. Live activity will be supported by TV, digital and social - the latter comprising a 2,000 pizza giveaway on Facebook.
The brand is currently live in London, handing out dishes in London Waterloo until 12 February. It will then head to London Victoria until 18 February, before travelling to stations in Leeds, Birmingham and Manchester.
The decision to embark on the ambitious sampling exercise came from research that showed many people who leave work at the end of the day have not planned their evening meal. Dr. Oetker Ristorante aims to to interrupt normal commutes and offer a convenient solution for dinner.
Jan McKee, head of marketing at Dr. Oetker UK, said: "The major sampling activity will encourage trial of the Dr. Oetker Ristorante range by placing our product in the hands of consumers. With confidence in the quality of our pizza and the freshness message, we expect the campaign to boost frequency and penetration in the category."
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