The pizza brand Goodfella’s will roll out its new marketing campaign, Made with Respect, on Monday 1 April.

Claire Hoyle, head of marketing at Goodfella’s, commented: “We wanted to get to the essence of the brand to understand how consumers really felt about Goodfella’s. Our research revealed a deep resonance and recall of our original Italian-American history and many consumers made the association with iconic gangster movies.

“Our rich heritage is something we’re really proud of – it’s what made Goodfella’s famous in the first place. So we’re going back to our roots as the foundation, but adding a contemporary twist by taking inspiration of modern movements, in particular the rise of powerful, female characters.

“To coincide with our new marketing strategy, our entire portfolio will be getting a facelift: more cheese, improved sauce and topping weights and a more rustic and natural dough finish. The changes have certainly gained the respect of consumers, with preference significantly higher than competing variants during testing. A new pack design will also be rolling out to promote the authentic quality of the Goodfella’s range and call-outs to our enhanced recipe will feature prominently on the pack.”