Northern Foods expands Goodfella's range with brand overhaul
Northern Foods is set to overhaul the brand of its frozen pizza range Goodfella’s as it looks to establish it as ‘a master brand’ and create addition presence on shelf.
The new product portfolio will be available later this month having been developed by design agency Brandopus which has reframed Goodfella’s brand behavior, moving from a ‘sub brand approach’ to a ‘masterbrand’ one. The agency has also developed a new brand identity and reorganised the ranges.
The brand now includes four different ranges - Thin and Deep, Takeaway, Speciale and Pocco’s – comprising of 33 products.
Artist Vince McIndoe, who has worked for CocaCola, was commissioned to paint a series of murals to bring the spirit of the Italian pizzeria to life.
Nir Wegrzyn, managing director of Brandopus, explained: "We needed to create a category-changing design to establish an iconic branded presence for Goodfella's in the increasingly commoditised frozen pizza category. Our aim has been to drive reappraisal by consumers of this sector."
David Wilson, brand marketing manager at Northern Foods, added: “We are confident the complete overhaul of the brand will allow us to build upon our already strong growth and allow us to further develop and extend our consumer franchise. This is simply not another relaunch, but a complete overhaul of all of our consumer facing activities; from significant product improvements across the entire portfolio, to unprecedented levels of brand investment which will radically shift consumers perceptions of the Goodfella's brand. We believe this is just the start of a very exciting new chapter for Goodfella's resulting in category changing initiatives over the coming months and years ahead.”