Goodfella's Solos

“Closing time for Dutch pizzerias”

Goodfella’s Solos, Northern Foods’ individual convenience pizza range, has launched in 60% of retailers in the Netherlands, thanks to FFB the Netherlands, which ran the launch from the initial market research to the ongoing in-store account management. A creative national marketing campaign has ensured that Solos have entered the market with a bang.

FFB research suggested that the immature Dutch pizza market offered a prime opportunity for Goodfella’s frozen pizzas. FFB the Netherlands presented the products to key buyer contacts against the background of an intense trade publicity campaign for Northern Foods, which featured in-depth interviews discussing the products’ unique selling points and the versatile packaging which can be displayed on-shelf in portrait and landscape positions.

The result speaks for itself: all the key major multiples in the Netherlands - Albert Heijn, C1000, and Super de Boer – listed Goodfella’s Solos, and the first very high-quality, convenience pizza was introduced to the Netherlands.

Lucky Dutch journalists had the opportunity to take part in a Vespa rally to celebrate the consumer launch, which was followed by a national advertising campaign based around the idea that Goodfella’s Solos meant “closing time for pizzerias”. TV spots featured pizzerias’ increasingly outlandish – and unsuccessful – attempts to secure customers, while a billboard campaign imagined a Dutch ‘Pizzeria Front’, which attempted to sabotage the posters.

Mark Doyle, European Sales Manager at Northern Foods, commented, “We were really impressed with FFB the Netherlands’ energy, enthusiasm and experience. The team absolutely engaged with what we were trying to do, listened very closely and then delivered exactly what we wanted. Every member of the team brought their own skills to the project to make every element work. They were our eyes and ears on the ground – it was like having our own office in the Netherlands!”

More information about the trade and consumer campaigns can be found using the links on the left. For more information about how FFB can help bring your product into the Netherlands, visit the FFB the Netherlands page.