The ads emphasise the idea that the "deeply delicious" range is designed to fulfill the biggest appetite.
Each of the three six-sheet executions features a person with an over-sized smiling mouth. The endline reads: "Deeply delicious. The enormously satisfying new pizza from Goodfella's."
The ads build on the TV theme that suggests Goodfella's pizzas are so good that it's closing time for pizzerias.
The ads were written by Simon Cenamor and art directed by Raymond Chan. Photography was by Rory Cenamor with media planning and buying through Equinox.
The executions will run nationally across 6,000 sites.
The Goodfella's group marketing director, Paul Reenan, said: "Deep pan, while still accounting for 30 per cent of frozen pizza sales, is now ripe for further brand innovation."