FARM

Goodfella's needed to demonstrate that quality pizza exists in the frozen isle. The campaign tone of voice, used across a variety of media (pr launches, roadshows, trade, tv, print, leaflets etc) aligned the brand against the best pizza in peoples minds - restaurant pizza and helped Goodfella's gain the no1 position in frozen pizza, whilst increasing the brands value by 30m.

After 4 years of the campaign and 4 new variants, brand loyalty is the highest in the market while brand preference has increased year on year. Become brand leader for 1st time. Our strategy has continued to be to drive almost every element of the marketing mix – NPD, packaging, PR, communication with trade, sampling.