Goodfella’s Pizza (Birds Eye) - There’s Good, then there’s Goodfella’s Goooood

Goodfella’s delivered a full brand relaunch built around the new platform “There’s good, then there’s Goodfella’s goooood.” The programme combined emotional repositioning, product quality improvement and high‑impact mass and digital communications to rebuild brand meaning, increase relevance with families and younger consumers, and return the brand to growth.

The brand was in multi‑year value and volume decline within a highly competitive, promotion‑heavy category. Goodfella’s also needed to move away from an outdated, unrelatable positioning while rebuilding quality perceptions and recruiting younger audiences, all without alienating its core family shoppers through a new distinctive positioning The campaign reversed long‑term decline, delivering strong brand and commercial recovery. Brand equity and emotional affinity increased, penetration returned to growth, and Goodfella’s achieved double‑digit value and volume sales growth. Market share rose significantly, while digital engagement, cultural relevance and earned media performance exceeded targets, re‑establishing the brand’s relevance.

The campaign was led by the internal Nomad Foods and Goodfella’s marketing teams, working in close collaboration with several agency partners: TBWA Manchester (creative), Hogarth (production), Zenith (media planning), Cirkle (PR and social), Space Doctors (semiotics and innovation) and Nielsen Neuro (creative testing).

The “There’s good, then there’s Goodfella’s goooood” platform is now established as the long‑term creative and strategic foundation for the brand. It is being rolled out across new product launches, media, retail and experiential activity, supporting premiumisation, sustained growth and continued relevance with both families and younger consumers.