Goodfella’s Launches New Campaign with TBWA\MCR Celebrating Uncompromisingly “Goooood” Pizza

Goodfella’s Pizza today unveiled a new campaign to tap into everyone’s inner Italian-American by bringing a slice of “goooood” to dinner tables.

Partnering with TBWA\MCR, the campaign reveals what happens when a single bite of a Goodfella’s pizza is so delicious that you instinctively shout “Goooood!” like an Italian-American. This sets off a chain reaction, rippling across the country and igniting an interplanetary, multidimensional celebration of Goodfella’s pizza. After all, there’s good, then there’s Goodfella’s goooood.

The campaign marks a complete brand reset for Goodfella’s, with a new focus on togetherness and family – replacing the ‘Made with Respect’ platform introduced in 2019 – and establishes a modern reincarnation of the Italian-American family ethos at the heart of the brand.

The campaign is Goodfella’s most ambitious yet, led by a dynamic 30” and 20” TV commercial and supported across BVOD, paid social, OOH, organic social, and radio. The primary targets are households with children, alongside a growth focus on pre-family individuals under 35. A second wave of activations will follow in September 2025, expanding the campaign’s impact throughout the year. 

Lisa Nichols, Executive Creative Director at TBWA\MCR, said: “Getting our creative teeth stuck into the new brand direction for Goodfella’s has been a brilliant experience. It’s always fascinating when you get to work on one of the UK’s well-known and well-loved tea-time go-to’s, and as the frozen pizza of the people, Goodfella’s certainly plays that role in many a family’s freezer. Working closely with the client team, we’ve given the Italian-American ‘famiglia’ concept a simple, memorable, and ultimately fun new ‘flavour’.  And if pizza for tea isn’t fun, you’re just doing it wrong.”

“This campaign is a real step-change for Goodfella’s,” says Mike Sowerby, Marketing Director at Birds Eye. “By reigniting our Italian-American roots and reimagining the role of pizza in everyday life, we’re re-establishing Goodfella’s as a symbol of unapologetically good food any day of the week. We hope families everywhere will recreate the fun of greeting every slice with a cry of ‘goooood’.“

At the core of this reinvention is Goodfella’s signature commitment to quality and flavor and this transformation includes new packaging designed by 1HQ, a media strategy executed by Zenith, and innovative PR and social activations handled by Cirkle.

Source: TBWA\MCR

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