Alton Towers and Goodfella’s team-up to create ‘The Smiler’ pizza


By Michael Feeley, Founder and chief exec

March 17, 2014 | 2 min read

Alton Towers Resort and Goodfella’s Pizza have joined forces to create a limited edition pizza inspired by the resort’s latest rollercoaster, ‘The Smiler’.

Those who purchase a Goodfella’s ‘The Smiler’ pizza will receive a discounted entry offer, discounts off hotel stays and the chance to win a number of VIP packages. Supporting activity will run via both brands’ digital channels, including ‘The Smiler Hub’ hosted on Goodfella’s website, and be supported by a consumer press and D2C campaign. In addition to the limited edition pizza, an Alton Towers Resort promotion will also run across two of Goodfella’s most popular pizza ranges Fully Loaded Deep Pan and Stonebaked Thin Goodfella’s.

The unique promotional partnership was developed by independent marketing agency Mediator.

Jo Fortune, client services director at Mediator, said: “The partnership between The Smiler and Goodfella’s is a true representation of how brands can authentically come together to create something new and exciting. By developing a limited edition product, both brands demonstrate their commitment to pushing boundaries and giving customers something truly unique.”

Annette Middleton, marketing manager at Alton Towers, commented: “The aspiration for The Smiler was always to create a brand over and above the ride itself. In working with Mediator we have been able to realise this vision. Mediator’s ability to build a campaign that complements both brands whilst giving the customer something new and exciting, demonstrates their expertise at building truly mutually beneficial partnerships.”

Goodfella’s ‘The Smiler’ pizza is on sale at major supermarkets from this week until the end of October.

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Mediator Ltd

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