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Goodfellas toughens up image with new campaign
29 March, 2019

The pizza brand Goodfella’s will roll out its new marketing campaign, Made with Respect, on Monday 1 April.

Claire Hoyle, head of marketing at Goodfella’s, commented: “We wanted to get to the essence of the brand to understand how consumers really felt about Goodfella’s. Our research revealed a deep resonance and recall of our original Italian-American history and many consumers made the association with iconic gangster movies.

“Our rich heritage is something we’re really proud of – it’s what made Goodfella’s famous in the first place. So we’re going back to our roots as the foundation, but adding a contemporary twist by taking inspiration of modern movements, in particular the rise of powerful, female characters.

“To coincide with our new marketing strategy, our entire portfolio will be getting a facelift: more cheese, improved sauce and topping weights and a more rustic and natural dough finish. The changes have certainly gained the respect of consumers, with preference significantly higher than competing variants during testing. A new pack design will also be rolling out to promote the authentic quality of the Goodfella’s range and call-outs to our enhanced recipe will feature prominently on the pack.”


As the Government is urged to publish its plans for E10 by the All Party Parliamentary Group (APPG) for British Bioethanol, would you welcome the introduction of E10 as the right next step in cutting automotive carbon emissions?