Challenge

The Goodfella’s brand team identified a growth opportunity within a new category – frozen ready meals (which had seen a year-on-year sales growth of 6% to £725m in 2022).

How could this well-known brand in pizza maximise this opportunity in ready meals?

What we did

Working with the established Goodfella’s brand, we developed brand stretch to ensure it could successfully compete in a new space within the frozen aisle.

We shared our trend, consumer and category understanding in client workshops and from there our creative strategists presented design exploration then created distinctive and effective new packaging designs. Leveraging Goodfella’s brand recognition to create confident and bold packaging to appeal to a new audience. We stayed true to the brand core yet delivered relevant category stand-out, authentic ingredient design cues and photography to communicate the rich and comforting flavours of Italy.

Results

Successful launch of the new eight-strong range, effectively communicating the rich and comforting flavours of Italy and offering excellent quality meals at a competitive price.