Dr. Oetker has renewed its partnership with the Radio Times Book Club for a second year after its debut campaign delivered a 27 per cent increase in brand favourability.

The frozen pizza brand has recruited bestselling author Dawn O’Porter as ambassador for the 2026/27 campaign, which will span print, digital, social media, live events and on-pack promotions.

As part of the partnership, Dr. Oetker Ristorante will become the first food brand to feature on the front cover of Radio Times, marking only the second time the magazine has included a commercial partner on its cover.

The campaign will also introduce an on-pack promotion offering shoppers the chance to win a year’s supply of pizza and a new book every month, alongside daily prizes.

The renewed partnership follows a successful first year, during which 12 per cent of surveyed respondents went on to purchase a Dr. Oetker Ristorante pizza, while a further nine per cent  said they intended to buy one.

Unique users engaging with Radio Times Book Club content also increased 154 per cent during the campaign.

The latest activation will see O’Porter front a new editorial feature, ‘What’s Worth Staying In For?’, recommending books, television programmes and films to enjoy alongside a Dr. Oetker Ristorante pizza.

It will also include 16 social videos, monthly newsletters, 36 new pieces of editorial content and a live Book Club event featuring author interviews and discussions.

Dr. Oetker senior brand manager Amy Beresford said: “The Book Club gives Dr. Oetker Ristorante a natural place in people’s midweek night in.

“Radio Times readers are already more likely than average to choose Dr. Oetker Ristorante, and the magazine reaches more than a million of our affluent, female audience.

“Last year’s results gave us the confidence to invest for a second year, and this year we’re taking the partnership to the next level being on the magazine’s front cover, plus the on-pack promotion bringing the partnership directly to our shoppers and retailers.”

The campaign, developed by Wavemaker and the Radio Times editorial team, will run until 31 January, with Dr. Oetker Ristorante appearing in every issue of the magazine throughout the partnership.

Wavemaker VP of strategy Lisa Thompson said the renewed campaign demonstrated the value of tapping into communities and culture to drive brand growth.

“Year one gave us a clear picture of who responded to the Book Club and what made them act. For 2026 we can reach those readers again from the start and into store, and Dawn O’Porter gives Dr. Oetker Ristorante one consistent voice across the whole campaign.”

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