ADWATCH: Goodfella's ad draws parallels with restaurant pizzas

Goodfella's highlights its quality by telling the story of one struggling pizzeria owner.

The new creative work for Northern Food Group's Goodfella's pizza heralds a change in strategy for the frozen pizza brand as it enters this week's Adwatch table at number nine with 49% recall.

The £5m campaign is the first work to come out of Leith London since it won the account in April.

The ad features Lissoni's Italian restaurant which is suffering from a customer drought. The proprietor explains that "business is not good enough" and describes a number of failed promotions attempts to tempt diners. These range from staging a celeb night with former Blue Peter presenter Peter Purves (Ulrika Jonsson was too expensive) which no one attends; a singles night where only one man turns up; and an 'eat and ride' scheme to help pensioners get to the restaurant. Unfortunately the old lady just treats it as a free ride into town.

The ad cuts to a group of people eating pizza at home with the voice-over claiming that stonebaked pizza "tastes like it comes from a restaurant except it comes from a supermarket freezer". Another execution in the campaign, entitled 'interview', shows Lissoni talking to the camera in a docusoap style explaining why his restaurant is empty.

Richard Kelly, planning director, Leith London says: "Goodfella's range of products are of good quality so we have dramatised that idea by saying the consumer can replicate the restaurant experience."

He says the target audience for pizzas is split between families and more upmarket singles although this campaign is skewed toward the latter.

The previous TV work from Partners BDDH had concentrated on the quality and quantity of the ingredients in the pizza and used the strapline 'Great Pizza. Generously made'.

According to Nielsen Scantrack, at the end of 2001 the frozen pizza sector was worth £313.6m, down 1.2%. Chicago Town's sales grew by more than 20%, Freschetta's by 19% but Goodfella's fell by 2%.

However, Kelly said there had been a significant sales uplift since this campaign has aired. The campaign ran from October 15 until November 16.

Media planning and buying is by Equinox Communications and Smith & Milton handled the strategic design.

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