The Quelli della Pizza Case Study

This case study is about Quelli della Pizza, an Italian company that’s a leader in producing pizza bases for the professional market. The company operates consistently across several countries, including Germany, France and the United States, with a strong presence in the B2B channel and communication historically centered on industry trade shows.

What did they need? And how did we meet the client’s expectations?

This case study is about Quelli della Pizza, an Italian company that’s a leader in producing pizza bases for the professional market. The company operates consistently across several countries, including Germany, France and the United States, with a strong presence in the B2B channel and communication historically centered on industry trade shows.

What did they need? And how did we meet the client’s expectations?

A Market Leader Looking to Evolve Its Voice

The Quelli della Pizza brand had built solid recognition and an international distribution presence over time. Its communication style was consistent with industry standards, centered on product, performance and trade show visibility, in a context that was progressively evolving.

The company therefore felt the need to transform the way it told its own story, introducing a distinctive signature able to stand out in a competitive, crowded market.

The Meeting That Sparked the Change

To introduce a leap in language and vision, the company chose to bring in an external partner able to offer a fresh perspective — one it had already worked with in the past on managing its eCommerce project and Social content creation.

It’s in this context that OTO Agency became a creative and strategic partner during the brand’s communication evolution.

The shared goal was to develop a recognizable, distinctive idea that would set the brand apart on the international B2B food scene.

The Challenge of Standing Out in a Saturated B2B Market

In the professional pizza base market, communication follows highly uniform codes: focus on product, technical performance and trade show presence.

As a result, even the most established brands risk becoming interchangeable in terms of language and perception.

Quelli della Pizza pinpointed the limitation precisely: international growth requires more expressive, more memorable brand communication.

The need was to design a brand strategy able to:

• strengthen international positioning
• differentiate the brand within the professional pizza world
• move beyond the sector’s technical language
• stay memorable even in trade show contexts

The brief took shape as follows: bring a communication register closer to consumer advertising into B2B food, while keeping full professional credibility.

From Creative Idea to Spot Production

To turn this need into concrete communication, OTO Agency developed the project together with the client across three integrated levels: strategic, creative and production.

1. Strategy: Redefining the Communication Code

OTO Agency analyzed the competitive landscape of international B2B food and identified a structural pattern: in the pizza base segment, communication is almost exclusively functional, leaving minimal room for identity and storytelling.

This reading pointed to a clear direction: move away from the “product video” format and introduce a brand spot, able to break the sector’s dominant communication code.

2. Creative: Building a Distinctive Story

Building on this positioning, OTO Agency defined a narrative concept geared toward surprise and memorability, consistent with the brand’s values and its international professional audience.

The visual story was designed from the outset for multi-channel use: trade shows, sales presentations, digital communication and foreign markets.

3. Production: Translating Strategy into Visual Language

To produce the spot, the company entrusted OTO Agency with the direction and coordination of the entire audiovisual process. The agency led every operational phase:

• creative concept and storytelling
• script and storyboard
• art direction and visual language definition
• filming and photography
• editing and post-production
• adaptations for international, multi-channel use

The direction maintained a precise balance: introducing surprise and recognizability without losing consistency with a professional B2B audience.

The Transformation: From Manufacturer to Brand

The spot shifted the perception of Quelli della Pizza, moving it from technical manufacturer to a recognizable, memorable brand within its segment.

The company gained a cross-channel communication tool, usable beyond the trade show context and consistent with a more evolved international presence.

The new language allows the brand to:

• express a more distinctive brand identity
• strengthen recognition in foreign markets
• support sales activities with high-impact content
• stand out in the sector’s competitive landscape

The brand’s communication thus made a structural shift: from a mostly technical expression to a genuine brand voice.

The Result: Advertising Enters B2B Food

The project marks a significant evolution for Quelli della Pizza: bringing an advertising logic typical of consumer brands into food B2B, while maintaining professional authority.

The case study shows that even in technical, industrial markets, communication can become narrative and distinctive when a brand chooses to evolve its voice.

For OTO Agency, it’s a concrete example of its role as a strategic guide: supporting companies through moments of communication discontinuity and translating positioning into new, consistent, differentiating expressive forms.

Video Credits

Created by OTO Agency
A production by OTO Agency & Moviement Creative Studio
Creative Director: Laura Regazzoni
Executive Producer: Giorgio Ghisalberti
Wrote and directed by Giovanni Ferrari
AD and editor: Paolo Zambelli
Photo: Giorgia Corti
Copy: Floriana Albertoni
Cast: Francesco Buttironi, Alessandra Ingolia, Pietro Polloni, Anna Marinons, Sergio Stefini