Dr. Oetker is redefining evenings spent at home through the “Go Out at Home!” campaign

Dr. Oetker is redefining evenings spent at home through the “Go Out at Home!” campaign

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24 Nov 25

Dr. Oetker has launched the national campaign for Pizza Guseppe, “Go out at home!”, an authentic invitation to (re)discover the joy of moments spent at home with friends.
The campaign sits under the “Pizza and Friendship” umbrella, built around a simple idea: no matter how different people are, pizza always remains the point where everyone meets.

Dr. Oetker’s frozen pizza portfolio covers a wide range of varieties, as diverse as the brand’s audience. Consumers have different expectations, tastes, and consumption habits, and conversations often end up forming opposing camps. Still, pizza remains common ground. The Guseppe range manages to offer an option for every kind of preference, turning any room into a place where differences fade and the atmosphere becomes one of closeness.

The campaign comes at a time when more and more people are choosing the comfort of their own space. The JOMO (joy of missing out) phenomenon has become a strong trend, linked to the need for relaxation and stepping away from the hectic pace outside. Home means calm, familiarity, and the freedom to enjoy everything exactly the way each person likes it — including a Guseppe pizza. That’s where the idea for the campaign’s manifesto came from: “When you no longer know where to go out… go out at home.”

Go out at home!’ brings a fresh perspective on how we choose to spend our leisure time and turns staying in into an option just as appealing as any night out. The campaign message reinterprets this trend in an original way and shows how Guseppe pizza perfectly complements the atmosphere of relaxed evenings, without pressure or expectations. We want this concept to inspire consumers to rediscover the comfort of their own space and the joy of authentic moments.

Raluca Pârvu, Senior Product Manager, Dr. Oetker Romania

The creative campaign is signed by the MullenLowe Romania team and started from a current cultural insight: on some days, it’s actually more “cool” to stay at home than to go out. And Guseppe pizza is the perfect pretext for a great evening.

Go out at home!’ starts from a very present truth: personal space has become the place where people feel most free. We built the campaign as a statement that flips the classic idea of ‘going out on the town’ and turns it into a moment with its own identity. Guseppe comes in here as an atmosphere catalyst, exactly the ingredient that makes the evening feel meaningful. It’s a contemporary perspective that says simply and directly that sometimes the best plan is the one that starts and ends at home.

Vladi Păunescu, Group Creative Director, MullenLowe Romania

The campaign runs until December 14 and brings together a broad mix of materials and activations. The central element is the manifesto TVC, available here. Alongside it, the campaign includes a national promotion aimed at Gen Z, with attractive prizes such as Sony gadgets, Terra Pill kendamas, BumbagR belt bags, and a grand cash prize. Communication is supported by an active social media presence and is complemented by the contest landing page.

Through “Go out at home!”, Dr. Oetker and MullenLowe Romania turn an ordinary gesture into an idea with personality, reaffirming Guseppe’s role in the moments that bring people together, even when the meeting place is their own home.

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Teams involved

Dr. Oetker Romania: Ramona Soare (Marketing Manager), Raluca Pârvu (Senior Product Manager)

MullenLowe Romania: Cristiana Belodan (Managing Director); Alex Petrescu (Creative Director); Vladi Păunescu (Group Creative Director); Bianca Dragu (Head of Art); Andrei Ropotă (Senior Copywriter); Rareș Boghiu (Art Director); Valentin Ionescu (Art Director); Simina Leotescu (Strategy Director); Adrian Radu (AV Director); Anca Duță (Group Account Director); Silviu Clinciu (Account Director); Elena Enciu (Senior Account Manager); Iulia Cercel (Account Executive)

Dr. Oetker is redefining evenings spent at home through the “Go Out at Home!” campaign

Dr. Oetker is redefining evenings spent at home through the “Go Out at Home!” campaign

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