Goodfella’s has ditched its Pizza Fairy mascot in the new ad campaign for its ­revamped pizza range.

Set in New York’s Little Italy and featuring the strapline ‘The Italian Way’, the ad hits TV and cinemas this month and is designed to emphasise the quality of the brand. It will be supported by consumer sampling, a new website and a gaming app that gives shoppers the chance to win one of 40,000 free pizzas.

Northern Foods overhauled the frozen pizza range last month in a bid to stem a 17.3% decline in sales of the brand over the past year [Nielsen 52w/e 6 August 2011].