Dr. Oetker Ristorante has renewed its Radio Times Book Club partnership for a second year, after the debut campaign boosted brand favourability by 27%

Best-selling author Dawn O’Porter joins as ambassador for year two, following a 27% increase in brand favourability

Dr. Oetker Ristorante has renewed its Radio Times Book Club partnership for a second year, after the debut campaign boosted brand favourability by 27%*, bringing together books and pizza to inspire the perfect night in.

Dawn O’Porter leads activity as Book Club ambassador, appearing across video, social, print and live events, including monthly reveals and reviews of the Book of the Month.

Each Book of the Month will be enjoyed with a Dr. Oetker Ristorante pizza as part of a monthly bookclub, and Dr. Oetker Ristorante will feature on the Radio Times front cover, only the second time the magazine has carried a commercial partner on its cover, and the first time for a food brand.

At the heart of the print campaign is a new Radio Times feature, ‘What’s Worth Staying In For?’, in which Dawn O’Porter picks the books, TV and films worth cancelling plans for and enjoying with a delicious Dr. Oetker Ristorante pizza.

Dr. Oetker Ristorante will appear in every issue of Radio Times throughout the campaign, which runs till the 31 January. Developed by Wavemaker and the Radio Times editorial team, the partnership connects the brand with a readership that includes 4.9 million people interested in books.**

Last year’s partnership delivered an impressive 27% increase in brand favourability, with 12% of respondents going on to buy a Dr. Oetker Ristorante pizza and a further 9% intending to. Meanwhile unique users to Book Club content rose 154%, and the campaign received four award nominations. 

Commenting on the renewal of the partnership, Jemma Holding, Head of Partnerships at Immediate, said, “In its first year, the partnership created a midweek ritual that brought books and Dr. Oetker Ristorante pizza together. Chapter two brings Dawn O’Porter in to lead the conversation and takes the Book Club out to readers at a live event. Radio Times has helped people decide what to watch for more than a century, and the Book Club brings that trusted voice to reading, with Dr. Oetker Ristorante part of the ritual every week.”  

Lisa Thompson, VP Strategy, Wavemaker said: “This campaign reflects the strength of the collaboration between Dr. Oetker Ristorante and Radio Times, but also demonstrates that tapping into communities and culture is a brilliant way for brands to grow. 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.” 

Amy Beresford, Senior Brand Manager, Dr. Oetker, 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.”

Source: Immediate

  Campaign, Dawn O’Porter, Dr. Oetker, Dr. Oetker Ristorante, Food, Immediate, Marketing, partnership, Radio Times, Radio Times Book Club, Wavemaker