Partners BDDH unveils first Goodfella's pizza campaign

Partners BDDH has unveiled its first television work for the

Goodfella's pizza brand since winning the business in July this

year.



The national TV campaign forms part of a £5 million marketing push

to reposition the brand, which has not enjoyed a strong market presence

over the past few years.



The agency has concentrated on the quality and quantity of the

ingredients on Goodfella's deep-pan and thin-and-crispy pizzas, compared

with that of other frozen pizzas on the market, as the basis of the

brand's repositioning.



The 40-second commercial features a battle between a passionate

Goodfella's chef and a penny-pinching accountant, which takes place

while the prototype for a new product - the Stone Baked Ciabatta Style

Pizza - is developed. The accountant tries to obstruct the use of the

finest ingredients, but the chef wins the argument and maintains the

quality and quantity of the pizza's toppings. The strapline concludes:

"Great Pizza. Generously made."



Will Awdry, the creative director of Partners BDDH, said: "The brand is

all about generosity. This ad pits a bean-counter against a big-hearted

chef to make the point. I think it's an engaging demonstration of how to

be serious about food, without being earnest."



The campaign will run across the UK and Ireland for the next two

months.



It was written and art directed by Steve Nicholls and Matthew Anderson

and directed by Andy Morahan through Harry Nash. Media planning and

buying is through BBJ.