Partners BDDH has unveiled its first television work for the
Goodfella's pizza brand since winning the business in July this
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
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
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.