INTRODUCTION OF GOODFELLA’S SOLOS
THE TASTIEST RESTAURANT PIZZA FOR HOME USE!
The market leader in the UK decided to enter the Dutch market with a unique product. The goal was to capture market share among existing brands like Dr. Oetker and Wagner.
They asked us to assist in developing a suitable campaign. It was crucial that it became a family-fun pizza concept for everyday use.
The claim became ‘The tastiest restaurant pizza for home use,’ naturally stirring up real Italian pizza makers. They protested, and thus, a disruptive concept emerged that could generate stopping power.
DISRUPTIVE CAMPAIGN
OUTDOOR
CALL TO ACTION
The billboards around stores resembled protest columns for the pizzeria movement. It looked as if they were plastering the boards with the message that the product was not up to standard. The strength lay in the fact that not all billboards were covered by the protesters. The action was supported with various in-store materials to generate sufficient visibility for the right call to action.
