Goodfella’s Pizza has launched its latest campaign, which encourages people to “tap into their inner Italian-American”.

The campaign features a family exclaiming “Goooood” as they bite into a slice of pizza. This sets off a chain reaction of “Goooood’s” from different characters including a fisherman, an alien and a figure from a black and white movie reminiscent of Frankenstein’s monster.

Devised by creative agency TBWA\MCR, the campaign replaces its ‘Made with Respect’ brand platform.

The campaign will run across broadcast video on demand, paid social, out-of-home, organic social, and radio. A second wave of activations will be released in September 2025.

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Media strategy was handled by Zenith and PR and social activations were managed by Cirkle.

TBWA\MCR executive creative director Lisa Nichols said: “Getting our creative teeth stuck into the new brand direction for Goodfella’s has been a brilliant experience. It’s always fascinating when you get to work on one of the UK’s well-known and well-loved tea-time go-to’s, and as the frozen pizza of the people, Goodfella’s certainly plays that role in many a family’s freezer. Working closely with the client team, we’ve given the Italian-American ‘famiglia’ concept a simple, memorable, and ultimately fun new ‘flavour’. And if pizza for tea isn’t fun, you’re just doing it wrong.”

“This campaign is a real step-change for Goodfella’s,” says Mike Sowerby, marketing director at Goodfella’s parent company Birds Eye. “By reigniting our Italian-American roots and reimagining the role of pizza in everyday life, we’re re-establishing Goodfella’s as a symbol of unapologetically good food any day of the week. We hope families everywhere will recreate the fun of greeting every slice with a cry of ‘goooood’.”

The campaign aims to target households with children and individuals under 35.