The idea in one sentence
First the other brands’ ingredient list, then ours: eight ingredients.
The brief: A stone-oven pizza made with 100% natural ingredients. This time with a lot more motion, and with enough advertising psychology that by the end you think: “Yep, I need that.”
How we came up with the idea
These days, everyone prints “100% natural” on their package. Nobody believes it anymore. So we didn’t want to claim it. We wanted to show it. Through contrast.
The plan: first we read out the ingredient list of an ordinary frozen pizza. We keep going until you don’t want to listen anymore. After that, eight ingredients feel like a relief.
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The film
„Schon mal gelesen, was auf deiner Tiefkühlpizza steht?“ (“Ever read what’s on your frozen pizza?”) Then it starts: wheat flour, water, vegetable fat, modified starch, emulsifier, acidifier, stabilizer, flavoring, dextrose, maltodextrin, thickener. The list keeps speeding up, like fast-forward: 1.5× … 2× … 3× … 4×. The words fly across the screen, and the voice gets higher.
Then an exhale. „Okay. Du verstehst.“ (“Okay. You get it.”)
On the beat, the package slams into frame. „Unsere? Acht Zutaten.“ (“Ours? Eight ingredients.”) Then they land, one per beat: flour, water, yeast, salt, tomatoes, mozzarella, olive oil, basil. Each ingredient has its own sound. A puff of flour, a splash of water, a satisfying plop from the mozzarella.
„Ab in den Steinofen. 450 Grad.“ (“Into the stone oven. 450 degrees Celsius.”) Then cheese pulling into strings: „Knusprig. Luftig. Echt.“ (“Crispy. Airy. Real.”) The package spins into frame in 3D, and the NEU badge (German for “new”) pops onto it. „GLUTSTEIN Steinofenpizza. Nur acht Zutaten. Jetzt neu im Tiefkühlregal.“ (“GLUTSTEIN stone-oven pizza. Only eight ingredients. Now new in the freezer aisle.”) The final line: „Mehr muss nicht rein.“ (“Nothing more needs to go in.”)
The brand and the product are made up for the concept.
Why it sells
- Contrast beats any adjective. After that endless list, “eight ingredients” needs no explanation.
- You remember a number, not a promise. “Eight” is tangible. “Natural” isn’t.
- Words you can taste. Crispy, airy, real. With the matching sound.
- The NEU badge appears just before you hear the word. The eye is a quarter second faster than the ear. That’s exactly what we use.
What we learned
In the first cut, the NEU badge sat far out to the side, next to the package. While watching, the question came up: “Isn’t that NEU oddly far out?” It was. Now it sits on the package, the way you know it from the supermarket shelf.
The package itself mattered to us too. It’s a real 3D object with a label we designed ourselves. We never let an AI make up the lettering or the logo on a package.