Goodfella’s, the fastest growing pizza brand[1], is launching a new on-pack promotion to celebrate the big night in occasion. Launching from the beginning of September through to the end of November, the on-pack promotion will give shoppers the opportunity to win a top prize of £10k, and will be part of a wider digital and TV campaign.

The promotion comes after an extra 1.7m buyers bought into the frozen pizza category during the initial stages of lockdown, with many looking to recreate out of home dining experiences as part of a big night in with the family[2]. In addition to the top prize of £10k, there will also be hundreds of other prizes available to be won, including Amazon vouchers, Goodfella’s pizza vouchers, and pizza blankets.

Claire Hoyle, Head of Marketing at Goodfella’s, comments: “During lockdown, we saw shoppers turn to our products to help them replicate the experience of dining out, but at home. As we now exit lockdown, shoppers within the same household are continuing to spend time together, particularly as they unwind on an evening or at the weekend. It was therefore important that we launched a campaign to bring plenty of enjoyment to the big night in occasion, and we’re confident this on-pack promotion will achieve this.

“Having tested the promotion with shoppers, we found that over 80% of respondents found the prize offer appealing[3] and we’re confident the campaign will help retain some of the 1.7m new shoppers who have bought into the frozen pizza category in recent weeks.”

The promotion will be live across the bestselling Goodfella’s SKUs, and will be available across grocery, wholesale and convenience channels.

1. Nielsen scantrack latest 12 weeks data to WE 16.05.20
2. Kantar 12 weeks to 19th April
3. One Pulse survey, 500 respondents