Magazine article Marketing

ADWATCH: Goodfella's Ad Draws Parallels with Restaurant Pizzas

Magazine article Marketing

ADWATCH: Goodfella's Ad Draws Parallels with Restaurant Pizzas

Article excerpt

Goodfella's highlights its quality by telling the story of one struggling pizzeria owner.

The new creative work for Northern Food Group's Goodfella's pizza heralds a change in strategy for the frozen pizza brand as it enters this week's Adwatch table at number nine with 49% recall.

The pounds 5m campaign is the first work to come out of Leith London since it won the account in April.

The ad features Lissoni's Italian restaurant which is suffering from a customer drought. The proprietor explains that 'business is not good enough' and describes a number of failed promotions attempts to tempt diners. These range from staging a celeb night with former Blue Peter presenter Peter Purves (Ulrika Jonsson was too expensive) which no one attends; a singles night where only one man turns up; and an 'eat and ride' scheme to help pensioners get to the restaurant. Unfortunately the old lady just treats it as a free ride into town.

The ad cuts to a group of people eating pizza at home with the voice-over claiming that stonebaked pizza 'tastes like it comes from a restaurant except it comes from a supermarket freezer'. Another execution in the campaign, entitled 'interview', shows Lissoni talking to the camera in a docusoap style explaining why his restaurant is empty. …

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