As well as generating exposure via print media, TV advertising and a new microsite, the £1.5m campaign will incorporate a national sampling campaign, which will see an Italian themed restaurant re-create a ‘little Italy' in more than 25 locations across the country.
More than 250,000 £1-off vouchers will be distributed to encourage people to trial the product.
The aim is to reach more than six million people during the six-week campaign, which takes place from 22 August to 4 October.
"While the brand is going from strength to strength we are keen to grow it further by targeting discrete audiences potentially not aware of the quality currently available in the frozen aisle," said Dr Oetker Ristorante senior brand manager Janet McQuillan.
"Our integrated campaign has been carefully targeted to ensure we are bringing Ristorante's ‘Italian passion' directly with our target consumer."
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