Pizza brand Goodfellas is returning to television screens with a new marketing campaign and brand refresh under the tagline ‘Made with respect’. 

As part of a £4.2m campaign – the brand’s biggest to date – with activity planned for a minimum
of three years, Goodfellas is introducing a new character, ‘The Godmother’, who will play the part of a ‘quality controller’.

The 30-second advert will be the highest TV spend of any frozen pizza brand in the past five years, and marketing spend is likely to increase next year. 

Across its core range, Goodfellas is reformulating its recipe with more added cheese and a new-look base. This will be communicated to shoppers through new-and-improved packaging. 

The brand is also launching a vegan Spicy Vegetable Salsa Pizza, which will contain vegan cheese. 

Unlike its vegan Stonebaked Falafel Pizza, which launched in multiples last year, the new addition
will be made available to independents with an RRP of £2.50.

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