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Frozen Foods International News
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| Northern Foods Unfolds Pizza Fairy Tale |
Will a Pizza Fairy boost the profits of Northern Foods, which
makes Goodfella's pizza? That's what the Leeds, England-based
company hopes for from a £5 million ($7.2 million) brand relaunch
that began on British television.
The company ran its TV campaign for Goodfella's Everyday Thin,
Everyday Deep, Goodfella's Takeaway and Goodfella's Speciale
ranges, starring The Pizza Fairy from April 23 through the end of
May. The commercials were the opening guns in a combined media
support plan for Goodfellas in 2010.
"This new campaign is a real step change for Goodfella's. Were
broadening our strategy to further engage with our target
shoppers," said Kevin Mallinder, marketing manager for
Goodfellas. "By hitting screens with a new campaign and strong
positioning, we aim to reignite interest in the frozen pizza
category, drive trial and contribute to overall category growth."
The Pizza Fairy is a fast-talking Italian-American waiter with
wings and a wand, who is summoned by the phrase "I could really
go a pizza." Tapping into the recent consumer trend for dining
and entertaining more at home, the Pizza Fairy would visit a
family, a couple and friends during the campaign to deliver
Goodfella's pizzas. Northern says the new pizza campaign will
initially raise its costs, but are expected to pay off in the
long run.
The company has just begun a 10-year contract to supply in-flight
meals on some British Airways short-haul routes. It also supplies
most of the country's top supermarkets with ready-meals. Sales to
Tesco, Asda, Sainsbury, Morrisons and Marks and Spencer account
for 77% of revenues. But Northern is winding down some
operations. It is in the process of closing its Hull site and is
also planning to close its Ethnic Cuisine ready-meals site in
Swansea, less than three years after buying the factory.
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| 01-Jun-10 |
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