Goodfella's Solos consumer campaign

Vespas, the Dutch Pizzeria Front - an Italian job.

In several months a very creative and aggressive plan for introduction and promotion was developed and executed by FFB the Netherlands. As a result, the one-person-pizzas have been available at Albert Heijn, C1000, and Super de Boer, since August, which altogether means a distribution of 60%. The range is very wide containing 7 varieties to satisfy all target groups, from children, to families, to singles. The varieties are Margherita, Hawaiian, Pepperoni, Mozzarella Melt, Tuna Melt, BBQ Chicken and Chicken Pesto.

The consumer press were tempted to the launch of the product with a Vespa rally offering participating journalists the opportunity to win a Vespa for the summer – which naturally generated a lot of enthusiasm! In keeping with the theme of “Goodfella’s Solos is restaurant quality pizza at home”, a café in the central park in Amsterdam was transformed in an Italian restaurant for the occasion. The press took up on the news of the new Goodfella’s Solos, and many publications followed.

The launch was sustained by a wide array of promotional activities. In August and September a large TV campaign aired on all commercial TV networks, immediately followed by a large scale outdoor campaign in September. The advertisements played on the campaign’s central message, which was: Goodfella’s Solos are restaurant quality pizza at home. The TV spot shows a restaurant failing to attract customers despite increasingly outlandish efforts to do so, such as a ‘Singles’ Night’, attended by a single person. The outdoor campaign used the idea of the “Pizzeria-front”, a group of pizzeria owners who sabotage the marketing campaign. A straightforward Goodfella’s Solos poster was replaced by an identical one with an apparently clumsily-taped protest leaflet reading “do not buy, not goot!”

A couponing promotion was run in 80 shopping centres parallel to the marketing campaign, combined with in-store promotions at each retailer.

For information about the trade campaign which secured listings for Goodfella's Solos in 60% of the Dutch retail market, use the link on the left.