Goodfella’s Goooood.

Goodfella’s briefed us to redefine their brand in a competitive market of frozen pizzas and convenient family meal options. The strategic and creative emphasis was to focus on the joy of midweek meals, family togetherness, and give a modern take on the Italian-American ethos that defines the Goodfellas heritage.

THE DISRUPTION\

There’s good, then there’s Goodfella’s Goooood.

In our campaign we reposition Goodfella’s as a joyful, family-focused brand and deliver a powerful message: a midweek meal doesn’t have to just be good—it can be Goodfella’s Goooood.

In fact, the whole Goodfellas family experience is so extraordinarily ‘Goooood’ that it ignites a chain reaction, rippling across the country and culminating in an interplanetary, multidimensional celebration of pizza. 

At the heart of the campaign is a dynamic TV ad (30” and 20” versions) that brings the concept to life. Supported by a multi-channel approach that ensures Goodfella’s is at the centre of the action wherever its audience is going live across BVOD, PVOD, OOH, Twitch, radio, PR, social media, and in-game advertising as well as a gaming partnership with e-sports team GiantX.