Nomad Foods Europe, which owns the Birds Eye, Findus and Iglo brands, appointed Grey as lead European creative agency in 2016. It has just acquired Goodfella’s from Green Isle Foods, a subsidiary of Boparan Holdings.
Grey is planning to return the brand to its original Italian-American roots and its campaign will be backed by the biggest spend to date, across TV, online video and social media.
Green Isle had been working with Dublin-based agency The Public House on Goodfella’s advertising in both Ireland, where it has been the top-selling frozen pizza brand, and the UK.
Steve Challouma, marketing director for Birds Eye, said: "The relaunch of Goodfella’s will mark the beginning of a transformational journey for a well-loved brand."