Case Study
Nomad / Goodfellas
Reinvigorating a heritage brand in decline
Image courtesy of Nomad Foods
The Challenge
To reverse Goodfella’s declining market share by re-establishing a distinct brand position rooted in Italian American heritage in a way that resonates meaningfully in the UK.
Approach
Analysing Goodfella’s from all angles, semiotically decoding consumer touchpoints past and present to fully understand the brands potential.
Conducting a deep cultural exploration of ‘Italian Americanness’ in UK culture.
The Cultural Unlock
Discovering the heart of Italian Americanness as warmth, community, and indulgence. Using these insights to shape a refreshed visual and verbal identity that made Goodfellas’ heritage feel both authentic and contemporary.
Impact
01
A strategic brand direction centered on community, hospitality, and sharing ‘the good stuff.’
02
Informed a full creative relaunch across product, packaging, and comms.
03
Enabled a cohesive collaboration with TBWA to align cultural insights with creative execution.
04
A brand identity that not only reconnected with consumers but laid foundations for future business decisions
“The approach we took exceeded expectations and not only delivered a distinctive brand position for Goodfella’s that could create an empathetic connection with our consumers but could provide a foundation upon which to base our future business decisions for the brand.”
Reckitt / Durex:
Redefining the cultural narrative of sexual wellbeing
