The Goodfella’s frozen pizza brand has unveiled a new marketing campaign, with a focus on togetherness, family, and the joy of midweek meals. It replaces the “Made with Respect” theme introduced in 2019, and establishes a modern reincarnation of the Italian-American family ethos at the heart of the brand.
The push, now being waged across all communication channels in the United Kingdom and Ireland, is Goodfella’s’ most ambitious yet – led by a dynamic 30” and 20” TV commercial supported across BVOD, PVOD, OOH, Twitch, radio, PR, social media, in-game advertising as well as a gaming partnership with e-sports team GIANTX.
Goodfella’s brand identity and eye-catching campaign, which follows the rollout of a new logo and packaging in October of 2024, was created by TBWA\MCR and comes as demand for quality store-bought pizza continues to rise, with the number of frozen pizza occasions enjoyed at home up by 7% and volume sales of frozen pizza in the UK up by 2% year-on-year in 2024.
“The frozen pizza category is growing in popularity, particularly as a midweek meal. As consumers look for pizzeria quality options, we want to remind them of the consistently great taste of Goodfella’s, which delivers good, honest, tasty food to satisfy the whole family. Whether you’re a meat lover, vegetarian, or gluten-free consumer, there’s something for everyone in our non-HFSS compliant frozen pizza range,” said Mike Sowerby, marketing director for Woking, England-headquartered Nomad Foods’ Birds Eye division, of which Goodfella’s belongs.
Lisa Nichols, executive creative director at TBWA\MCR, stated: “Getting our creative teeth stuck into the new brand direction for Goodfella’s has been a brilliant experience. It’s always fascinating when you get to work on one of the UK’s well known and well loved tea-time go-to’s, and as the frozen pizza of the people, Goodfella’s certainly plays that role in many a family’s freezer. Working closely with the client team, we’ve given the Italian-American ‘famiglia’ concept a simple, memorable, and ultimately fun new ‘flavor’. And if pizza for tea isn’t fun, you’re just doing it wrong.”
