Goodfella's aims for premium market in ciabatta pizza work

Leith London is continuing to support the revamp of Goodfella's frozen pizza with the launch of a press campaign aimed at establishing the brand as a viable alternative to Italian restaurant food.

The work portrays Goodfella's stone-baked ciabatta pizza as a taste of Tuscany you can enjoy at home.

One of the posters pictures a single black olive with the statement: "Enjoy all the aromas of the fragrant Tuscan hills without so much as a sniff of the Blairs."

The campaign was written by Simon Bere and art directed by John Messum with photography by Dawid. Media planning and buying is through Equinox.

Leith London's managing director, Jeremy Pyne, said: "This campaign shows that Goodfella's is very serious about expanding the premium sector of the market."