Goodfella’s has launched a new campaign marking a complete brand refresh. The campaign emphasizes togetherness, family, and the joy of midweek meals. It replaces the previous ‘Made with Respect’ platform, which was introduced in 2019, and brings a modern twist to the Italian-American family values that the brand represents.
The creative of the campaign showcases the excitement of tasting a Goodfella’s pizza so delicious that it elicits an instinctive “Goooood!” reaction. This simple moment sets off a chain of events, sparking a nationwide celebration and even a fantastical, interdimensional party in honor of the pizza. The campaign highlights the idea that there’s good pizza, and then there’s Goodfella’s pizza.
This marks Goodfella’s most ambitious campaign to date. It features a dynamic 30-second and 20-second TV commercial, alongside widespread advertising efforts including BVOD, PVOD, OOH, Twitch, radio, PR, social media, and in-game promotions. The campaign also includes a partnership with e-sports team GIANTX.
The campaign aims to capitalize on the growing trend of enjoying pizza as a midweek meal. Goodfella’s is committed to quality, with freshly made dough balls, pizzas baked on authentic Italian stone, and signature sauces made daily. This attention to detail has led to a 10.8% increase in sales volume.
Mike Sowerby, marketing director at Birds Eye, which owns Goodfella’s, said, “Frozen pizza is becoming more popular, especially as a midweek meal. Consumers are looking for pizzeria-quality options, and Goodfella’s delivers just that. Our pizzas offer great taste and satisfy the whole family, whether you’re a meat lover, vegetarian, or need gluten-free options. With our new brand identity, exciting campaign, and improved recipes, we’re confident that Goodfella’s will continue to lead the market.”
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