Goodfella’s brand refresh and new campaign

Today, Goodfella’s unveiled its new marketing campaign, which forms part of a wider brand refresh.

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!” This sets off a chain reaction, rippling across the country and igniting an interplanetary, multidimensional celebration of Goodfella’s pizza. After all, there’s good, then there’s Goodfella’s goooood.

The campaign 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.

The new brand identity and eye-catching campaign, which follows the rollout of a new logo and new packaging in October 2024, was created by TBWA\MCR and comes as the popularity of great quality shop-bought pizza continues to grow, with the number of frozen pizza occasions enjoyed at home up by seven per cent and volume sales of frozen pizzas up by two per cent year-on-year in 2024.

Goodfella’s recognises the growing opportunity to celebrate pizzas as a midweek meal and believes its commitment to quality – such as using freshly-made individual dough balls, baking their pizzas on authentic Italian stone, and daily-made signature sauce to create specific ranges – make it a perfect choice for all pizza lovers, with sales up in volume by 10.8 per cent.

It is the latest step to drive momentum behind the brand, following the introduction of an improved recipe across its best-selling Stonebaked Thin Margherita and Pepperoni pizzas in October 2024, tapping into a growing demand for more authentic flavours and lighter, crispier bases.

“The frozen pizza category is growing in popularity, particularly as a midweek meal," said Mike Sowerby, Marketing Director at Birds Eye, which owns Goodfella's. "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.”