Green Isle is set to launch a £2 million (€2.54 million) advertising and promotion campaign for its new Full & Crispy pizza pie. The new campaign was created by DDFH&B and follows the same American theme the brand has been using since the original product launch in 1993. It will have a media spend of £500,000 and it goes on air on May 31st.

The market for pizza in Ireland has grown to £49 million and the Good Fellas brand is the clear market leader with £30 million of the business. The pizza, which is made in Naas, Co Kildare, is also the brand leader in the British frozen pizza market, giving it a total value in excess of £60 million.

Such is the success of the US-themed advertising campaign for Good Fellas pizzas that according to Mr Ciaran Lally, marketing manager, research has shown some consumers believe the Irish-made pizza is an authentic US product. For the new television ad they re-created a New York, Little Italy-type pizzeria in a studio in Miami. As with previous Good Fellas advertising, the Irish-generated advertising will be shown in British markets.