This week, the Dr Oetker-owned brand launched the amusingly named Free Knorks campaign, an on-pack promotion offering consumers the opportunity to win hybrid knife and forks. The eight-week push, which starts on Monday, will be backed by a national TV campaign.
"Retailers welcomed the fun new packaging. It's always a challenge to bring fun to the frozen aisle," said Paula Wyatt, marketing manager at Chicago Town, who insisted no innuendo was intended.
Over the past year, Chicago Town has trounced its Northern Foods-owned rival, its sales leaping 23% sales to £91.6m, while Goodfella's Deeply Delish range slumped 17% to £34.5m [IRI 52w/e 23 January 2010].
However, Northern Foods hopes to revive sales of the brand with a major relaunch next week followed by a heavyweight support package in April.
The more colourful packaging and improved recipes would "establish Goodfella's as a master brand", said a spokesman.
Wyatt welcomed news of the relaunch. "Any investment in the category is good. It has been challenging for us to be the only voice in frozen pizza and we are ready to see more activity from Goodfella's it has to do something major."
Wyatt said the sales growth at Chicago Town was down to a new strategy for The Deep Dish range, implemented 12 months ago. "We changed its positioning from a kids' microwaveable snack to more of a credible family meal."