Pizza Express rebrands FMCG range

Pizza Express is rolling out its revamped brand identity across its range of FMCG products available in supermarkets.

PizzaExpress

Its salad dressings, pasta sauces and fresh pizzas will now carry the same black and white striped branding that was introduced to its 400 restaurants in September last year.

The new look replaced the blue branding that the restaurant chain had carried since launching in 1965 in what Pizza Express said was its biggest brand refresh in its 50 year history. Branding work was carried out by BrandOpus.

It also included restaurant redesigns, new staff uniforms and more emphasis on “pizza theatre”.

The branded FMCG range launched in 1998.

Karen Wilson, retail marketing and innovation manager at All About Food, which creates the Pizza Express branded products under license, says: “With the new look currently being rolled out across the restaurants and research showing that 57% of restaurant customers buy in retail, we hope that the distinctive new look and feel will help to further emphasise the quality of the products, showing consumers they can create fantastic restaurant quality food at home.”

Pizza Express is nominated for this year’s Marketing Week Engage Award Brand Innovator award, in association with Reckitt Benckiser.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here