In the summer of 2025, Dr. Oetker embarked on its most significant product launch in two decades with Suprema, a true game-changer in the frozen pizza market. This premium offering represented the brand's most upscale pizza product to date, designed to meet the rising demand for high-quality home dining experiences that don't come with restaurant prices. Suprema was crafted to bridge the gap between convenience and culinary excellence, and cut through the clutter of a crowded category by delivering restaurant-level flavors at a price point that makes premium accessible to everyday Canadians.

Most Canadians see frozen pizza as a meal that satisfies convenience, but not necessarily as a culinary experience. 

By fusing old-world craft and taste with modern convenience, Suprema is redefining what frozen pizza can be, turning the freezer aisle into a stage for culinary excellence.

To reflect Suprema's bold and distinctive offering, Publicis worked with Dr. Oetker Canada to launch an equally striking and unconventional experiential campaign centered around a specially commissioned opera. The campaign's highlight was a 14-minute live operatic performance presented in the heart of Toronto, weaving an allegorical narrative about a sculptor breathing life into her masterpiece, a metaphor for transforming frozen pizza into an exceptional dining experience. 

The opera served as the foundation for a comprehensive Suprema marketing strategy that extended across multiple channels. The campaign encompassed digital content, influencer collaborations, and interactive brand experiences throughout Canada, creating a cohesive and captivating introduction that matched Suprema's premium positioning in the market.

“Suprema isn’t your average frozen pizza, so we couldn’t give it an average launch. We wanted to match its boldness with something equally unexpected. So we turned to opera: dramatic, indulgent, and a celebration of artistry and craft. Just like Suprema,” said Vini Dalvi, Chief Creative Officer of Publicis Toronto. “It’s not every day a pizza sings for itself, but when it’s this good, it deserves a standing ovation.”

For more information and full performance details, visit: https://www.oetker.ca/suprema-opera