This case was originally published by our partner, Space Doctors. By bringing a unique blend of expertise in cultural and semiotic insight to Human8, they help brands connect and respond to cultural change.

The challenge

Goodfella’s was ready for a comeback. Once a freezer-aisle favourite, the brand had lost some of its spark and with it, market share. But the ambition was clear: reclaim cultural relevance and reconnect with consumers by reigniting the brand’s Italian-American roots in a way that felt exciting, authentic and meaningful to its UK audience.

The solution

We began with a deep dive into the brand’s DNA. Through a full semiotic decode of Goodfella’s across all touchpoints, past and present, we uncovered both enduring strengths and hidden weaknesses in how the brand’s story was being told.

We followed this with an in-depth cultural analysis, exploring how ‘Italian Americanness’ shows up in UK culture today. From family dinners to food rituals, from mobster tropes to feel-good nostalgia, we mapped out the most resonant codes. This revealed powerful cues – visual, verbal and emotional – that could bring Goodfella’s story to life in a way that felt both fresh and true to its heritage.

The impact

We partnered closely with ad agency TBWA to weave our cultural strategy into their creative thinking. The result? A bold new direction for Goodfella’s. One rooted in Italian-American values of community, hospitality and sharing the good stuff.

This strategic repositioning guided a full brand refresh across product, packaging and communications, culminating in a vibrant relaunch in January 2025. Goodfella’s isn’t just back. It’s back with flavour, with flair, and with a story that hits home.

Watch the ‘Goodfella’s Goooood’ campaign video here: