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Goodfella’s means business. On 1 st April, the fastest growing frozen pizza brand will roll out its new marketing campaign: Made with Respect. Produced by Grey London, the heavyweight £4.2m investment is set to be the biggest of any frozen pizza brand in the last six years.
Claire Hoyle, Head of Marketing at Goodfella’s, comments: “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.”
The spot was directed by Ben Whitehouse and produced by Stink.
Credits
powered by
- Agency Grey/London
- Production Company Stink/UK
- Director Ben Whitehouse
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Credits
powered by
- Agency Grey/London
- Production Company Stink/UK
- Director Ben Whitehouse
- Creative Director Will Adam
- Copywriter Georgia Horrocks
- Post Production Gramercy Park Studios
- Audio Post Gramercy Park Studios
- Producer Amy Cracknell
- Planner Bhavin Pabari
- Editor Julian Tranquille
- DP Nanu Segal
Credits
powered by
- Agency Grey/London
- Production Company Stink/UK
- Director Ben Whitehouse
- Creative Director Will Adam
- Copywriter Georgia Horrocks
- Post Production Gramercy Park Studios
- Audio Post Gramercy Park Studios
- Producer Amy Cracknell
- Planner Bhavin Pabari
- Editor Julian Tranquille
- DP Nanu Segal
Meet The Godmother.
It’s 2019 and Goodfella’s has an imposing new boss… The Godmother, or La Madrina. As the respected arbiter of quality that accepts nothing less than the best, she demands high standards and is uncompromising in her upholding of the values of how pizza should be made. She commands the absolute respect of everybody she encounters and is responsible for the original pizza, made with fresh ingredients, using dough that is left to rest and baked on Italian Stone; just the way it should be.
The campaign sees La Madrina make her way through her pizza empire, testing products as she goes and demanding only perfection. She eventually reaches a dinner table with her family ready in place, the room falls silent as she approves the final product and slices it for everyone to enjoy.
“Our La Madrina character is a mould-breaker,” continues Hoyle. “She perfectly epitomises our brand evolution and brings Goodfella’s into the modern day. Our products are ‘Made with Respect’; if it’s not good enough, it’s not going in the box.”
Will Adam, Creative Director Grey London, comments, “We wanted to introduce a demanding, highly-respected boss to show the unyielding craftsmanship of the Goodfella’s empire. And who better to represent the traditional, Italian-American way of making quality pizza than… The Godmother? She’s tough, talented and keeps all her secrets in the freezer.”
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