Goodfella’s has unveiled a new marketing campaign as part of a wider brand refresh of its range of pizzas.
The campaign marks a complete brand reset for Goodfella’s, with a focus on togetherness, family, and the joy of midweek meals – replacing the ‘Made with Respect’ platform introduced in 2019 – and establishes a modern reincarnation of the Italian-American family ethos at the heart of the brand.
The campaign creative, whose sentiment is replicated across all comms channels, reveals what happens when a single bite of a Goodfella’s pizza is so delicious that you instinctively shout “Goooood!”
The campaign is said to be Goodfella’s most ambitious yet, led by a 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.
The new brand identity and campaign, which follows the rollout of a new logo and new packaging in October 2024, comes as the popularity of shop-bought pizza continues to grow, with the number of frozen pizza occasions enjoyed at home up by 7% and volume sales of frozen pizzas increasing by 2% year-on-year in 2024.
The move follows Goodfella’s introduction of an improved recipe across its best-selling Stonebaked Thin Margherita and Pepperoni pizzas in October last year, tapping into a growing demand for more authentic flavours and lighter, crispier bases.
Mike Sowerby, Marketing Director at brand-owner Birds Eye, said: “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, there’s something for everyone in our non-HFSS compliant frozen pizza range. With our new brand identity, fantastic campaign and enhanced recipes across our Stonebaked Thin range, it’s an exciting time for the brand that we’re confident will firmly establish Goodfella’s as a leader in the category.”
