Northern Foods is hoping an Italian-American 'pizza fairy' waiter will do for its Goodfella's frozen pizza what Vinnie the Panda did for Fox's biscuits.

The character will star in a five-week push to improve sales, which were down 15.1% to £86m at the end of last year [Nielsen].

The campaign, on screen this week, signalled a "real step change" by focusing on a character for the first time, claimed Northern.