SECTOR
Frozen food
SERVICES
Category Vision
OFFICE
London
Markets
United Kingdom
THE CHALLENGE
Nomad Foods knew their next right move, if correct, could reverse decline across both the frozen pizza category and their Goodfella’s brand, but crucially they lacked a unified vision to rally stakeholders and retail partners behind.
THE APPROACH & INSIGHT
Through a knowledge audit, interviews with six category experts, a digital ethnography study and a series of consumer co-creation workshops, we built a transformative Category Playbook — mapping the key challenges, consumer insights and concrete actions needed to reignite growth in frozen pizza.
The work positioned Nomad Foods as category thought leaders, strengthened relationships with key retailers, and sparked a highly successful brand repositioning and packaging redesign for Goodfella’s. The work continues to inspire how the brand activates today. Want to drive your category’s transformation? Let’s pave the way together.
We needed the confidence that whatever we chose to do next had the reassurance of solid insight behind it. The approach we took exceeded expectations and delivered not only an empathetic connection with consumers, but an organising structure upon which to base our future business decisions.
Jim Shearer, UK&I Cluster Marketing Director, Nomad Foods
