The campaign aims to show the brand as a viable alternative to Italian restaurant food, unlike previous Goodfella's campaigns which have placed the product in a pizzeria environment. The new direction coincides with recipe changes and a packaging re-design by Smith & Milton.
The two 40-second ads break on 15 October and run for five weeks, alongside 30-second cut-downs. They chart the plight of a fictional pizzeria owner who has been deserted by his regular customers, all of whom have been won over by the convenience and quality of Goodfella's pizzas. He tries everything to win back his customers - a single's night, a celebrity night with Peter Purves and free transport for senior citizens - but to no avail.
The ads will be backed with a poster and print campaign, which is still in development. The TV executions are aimed at both the traditional Goodfella's target audience of parents with young children as well as younger people who would not normally buy frozen pizza.
Paul Reenan, Green Isle Foods' pizza marketing manager, said: "We're moving the frozen pizza category up a notch. Frozen pizza has been seen as inferior to chilled, takeaway and restaurant pizzas. We believe that with our range improvements we can give consumers something much closer to a restaurant experience. The films are an integral part of the relaunch, dramatising restaurant quality in a truly innovative way."
Leith London was appointed to the Goodfella's business in April this year. The account was previously held by Partners BDDH. Several creatives at the agency wrote and are directed the campaign. Th ads were directed by John Birkin through Blink Films. Media planning and buying is through Equinox.