Goodfella's launches Big Night In £10k prize on-pack promotion

Goodfella’s, the fastest growing pizza brand [1], is launching a new on-pack promotion this month to celebrate the Big Night In occasion.

Running through to the end of November, the promotion will give shoppers a chance to win a top prize of £10k and be part of a wider digital and TV campaign.

Hundreds of other prizes will also be up for grabs, including Amazon and Goodfella’s pizza vouchers, and pizza blankets.

The promotion comes after an extra 1.7 million buyers bought into the frozen pizza category during lockdown, with many looking to recreate out of home dining experiences as part of a big night in [2].

Claire Hoyle, head of marketing at Goodfella’s, comments: “During lockdown, we saw shoppers turn to our products to help them replicate the experience of dining out, but at home.

“As we now exit lockdown, shoppers within the same household are continuing to spend time together, particularly as they unwind on an evening or at the weekend.

“It was therefore important that we launched a campaign to bring plenty of enjoyment to the big night in occasion, and we’re confident this on-pack promotion will achieve this.

“Having tested the promotion with shoppers, we found that over 80% of respondents found the prize offer appealing [3] and we’re confident the campaign will help retain some of the 1.7 million new shoppers who have bought into the frozen pizza category in recent weeks.”

The promotion will be live across the bestselling Goodfella’s SKUs, and will be available across grocery, wholesale and convenience channels.

1. Nielsen scantrack latest 12 weeks data to WE 16.05.20

2. Kantar 12 weeks to 19th April

3. One Pulse survey, 500 respondents