#chocolatedreams for Canadians: Dr. Oetker opened a pizzeria made of chocolate in Toronto

Cristina Blanaru Ads, Creativity

Providing #chocolatedreams for Canadians, Dr. Oetker opened, in Toronto, a pizzeria made of chocolate, Cioccolato’s, where the oven, the cutlery, the walls, even the artwork are all made from chocolate. To launch Cioccolato’s, the world’s first frozen chocolate pizza, Dr. Oetker has opened a pop-up pizzeria made entirely of chocolate. That’s right – not only is the pizza chocolate, but so are the tables, the cutlery, the oven, the walls, the chandelier and the artwork.

Mark Scott, creative director at john st.  Toronto, the agency behind the chocolateria :

It’s wall-to-wall chocolate (…) Chocolate pizza is a very unique and indulgent idea, so we wanted to launch it in an equally unique and indulgent way.

The pop-up opened on February 9th (National Pizza Day), at Queen and Shaw streets in Toronto’s West Queen West neighborhood and will stay open through Valentine’s Day with guests being given a tour of the restaurant and free slices of Cioccolato.

To tease the opening, Dr. Oetker introduced the #chocolatedreams hashtag on social media and asked Canadians what their chocolate dreams were. The company then made some of those dreams a reality.

We made chocolate flowers and chocolate chandeliers (…) One guy asked for a chocolate shark. We couldn’t do that, but we did make a chocolate shark painting.

Scott

The team worked with renowned local artist Adrian Forrow, who used chocolate as paint to create six original works of art. Naturally, the art is framed in chocolate.

Another person requested a chocolate diamond. john st. worked with Heart In Diamond, which specializes in man-made diamonds, to create another one-of-a-kind – the world’s first chocolate pizza diamond, which is displayed inside of the pizzeria.

It’s weird but it’s real (…) We even got a diamond certificate of authenticity because we figured people would be asking.

Scott

Heart In Diamond took a Cioccolato chocolate pizza that had been broken down into powder form and placed it in a high-pressure, high-temperature oven – which is capable of achieving temperatures greater than 2,000 degrees Celsius and a pressure of 60,000 atmospheres – for 120 days to create the .54 carat diamond.

Dr. Oetker’s new chocolate dessert pizza features a chocolate crust and is topped with chocolate sauce, dark chocolate chips, milk chocolate shavings and white chocolate chunks. john st. worked with Toronto experiential agency Launch! to pull the project together, while media agency Initiative promoted the limited-time event.

Credits

Project: Ristorante Cioccolato

Client: ‎Dr. Oetker Canada Ltd.

  • Executive Head of Marketing: Peter Macdonald
  • Marketing Manager: Laura Jones
  • Brand Manager: Cecile Dhanani

Creative Agency: john st.

  • Executive Creative Director: Angus Tucker
  • Creative Director: Mark Scott
  • Art Director: Kara Wark
  • Writer: Ryan Kukec
  • Executive Director, Design: Mooren Bofill
  • Associate Design Director: Jacqueline Lane
  • Designer: Ming Mikaeo
  • Producers: Raquel Rose, Erin Feldman
  • Team Lead: Sophie Lander
  • Account Executive: Amy Yacoub
  • Account Coordinator: Taylor Squires
  • Agency photographer: Varsha Sreekumar
  • Illustrator: Adrian Forrow

Production Company: 172 in partnership with Heyd & Seek

  • Executive Producer: Cynthia Heyd
  • Director: Jesse Blight
  • Director of Photography: Darrin Klimek
  • Line Producer: Ben Robinson

Editing House: Upstate

  • Editor: Tom Mountain

Transfer Facility: Alter Ego

Colourist: Clinton Homuth

Music and Sound Design: Imprint Music

  • Voice Director: Tim White
  • Audio Engineer: Aaron McCourt
  • Executive Producer: Corinne Murray
  • Producer: Kasey Brown

 

Print:

Photographer Natasha Vasiljevic

Photography Studio: JK Reps

Print Producer: Lindsey Rebeiro

 

Event Execution: Launch!

Media Outreach: Initiative

Additional PR: Glossy