Goodfella's Solos trade campaign

Crucial exposure to secure listings in 60% of the Dutch retail market.

Identifying the opening

Preceding the launch, market research was done to define which product would have the best chance to ‘get in and stay in’ in the Dutch market. One of the conclusions was that the Dutch pizza market is not yet mature, and therefore offers opportunities for new  “individual size pizza products”  that add value to this category. The characteristics of Goodfella’s Solos made it the best product to introduce to the market: a light meal pizza for individual use, a unique Italian bread base, rich toppings and unique flavours (some of which were developed especially for the Netherlands), combined with versatile packaging which could be displayed on-shelf in landscape and portrait positions. More importantly, a convenience product “oven baked in 12 minutes” with a very high quality is introduced to the pizza sector.

Getting into the trade

In just a few 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.

A trade press campaign was organised during the crucial pre-launch and launch months. The Northern Foods team and product was given extensive exposure during the decisive months when trade meetings were taking place, through in-depth interviews accompanied by photographs of the Northern Foods team and product.

To find out about the consumer marketing campaign, which was a real 'Italian job', incorporating Vespas, a mock Italian restaurant and the Dutch Pizzeria Front, use the link on the left.