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By John Glenday, Reporter

April 1, 2019 | 2 min read

Frozen pizza brand Goodfella’s is embracing its murky Italian-American roots with the rollout of a £4.2m Made With Respect campaign to introduce The Godmother.

Produced by Grey London the campaign marks the brands biggest investment in six years and focuses on how The Godmother, or La Madrina, maintains quality standards.

To bring this to life La Madrina is depicted testing products during her day job before returning home for a family dinner, with the whole family falling silent as they await approval from their matriarch.

Claire Hoyle, head of marketing at Goodfella’s, remarked: “We wanted to get to the essence of the brand to understand how consumers really felt about Goodfella’s. Our research revealed a deep resonance and recall of our original Italian-American history and many consumers made the association with iconic gangster movies.

“Our La Madrina character is a mould-breaker. She perfectly epitomises our brand evolution and brings Goodfella’s into the modern day. Our products are ‘Made with Respect’; if it’s not good enough, it’s not going in the box.”

Goodfella’s is promoting an improved recipe including more cheese and toppings and a new sauce, in addition to a more rustic dough base.

Goodfella's has previously played up its Italian-American heritage with 'The Scoop'.

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