Gustavo Gusto launches campaign for new Pizza Amore

Frozen pizza manufacturer Gustavo Gusto is promoting its new premium pizza with an emotional campaign under the motto "You never forget your first love." The launch is considered the biggest advertising campaign in the company's history.

The Pizza Amore has been available in stores since the end of 2025. With the campaign now launched, Gustavo Gusto is taking an unusual approach.

Because the company links the product experience with memories of first love.

Emotions instead of classic product advertising

Michael Götz, Chief Marketing Officer at Gustavo Gusto, explains the strategy: “For many people, first love is the most formative experience of their lives. It leaves such a deep impression that it remains unforgettable. We wanted to use this insight to imbue our frozen pizza with as much emotion as possible.”

The campaign plays on the parallel between emotional memories and taste experiences. Götz promises that anyone who tries Amore for the first time won't be able to get it out of their head.

Unusual concept with real reactions

The production method of the commercials is particularly striking. The actors didn't know which brand or product they were being booked for during the casting process. They only learned the details about the product during filming itself. The goal: to capture the most authentic reactions possible.

According to the brand, all the enjoyable moments in the commercials are unscripted. The participants received no instructions on how to eat the pizza or react. Three cameras filmed simultaneously to capture spontaneous moments.

Video: Gustavo Gusto launches campaign for new Pizza Amore

Extensive media coverage planned

The internationally renowned director Tatia Pilieva, who had already attracted worldwide attention with the viral video "First Kiss", was responsible for the implementation.

The campaign runs from mid-January to mid-March 2026 and uses various channels:

◉ TV commercials on traditional television.
◉ Large-format posters and out-of-home advertising.
◉ Moving image formats for Connected TV, YouTube and TikTok.
◉ Promotional materials at the point of sale.

According to Gustavo Gusto, the concept was developed in-house. Cobblestone handled the film production, and German Wahnsinn was responsible for the music and sound design.

According to the company, this is the largest campaign in Gustavo Gusto's history.

Sierks Media / © Photo: Gustavo Gusto / Video: YouTube