It has revamped the range with new packaging and is introducing an “improved” pizza selection with new flavours, techniques and recipes.
The pizza brand is hoping that the ad campaign, set in New York’s Little Italy in the 1900’s, will emphasise the quality and taste of the new range.
Goodfellas is also adopting a new strapline: “The Italian Way”.
The activity was supported with a give away of 40,000 Goodfella’s pizzas as part of a press campaign to drive trial. The brand has also created an iPhone and Android gaming app where consumers can win free pizza.
Owner Green Isle Foods hopes the integrated campaign, new range and rebrand will encourage consumers to “rediscover the brand”.