Frozen pizza gets a bad wrap. Hidden away in the freezer, pizza lovers were only buying it as an emergency back-up or a hasty dinner. But research showed when people got their hands on a piping hot Papa Giuseppi’s, they were in fact, incredibly satisfied.
Our task was to unapologetically own pure pizza joy, served up by a previously underutilised brand asset: our namesake, Papa Giuseppi. We launched Happies the Hungries as the new brand platform, turning ravenous moments into sheer cheesy satisfaction.