The appointment is part of an agency realignment among Northern Food Group companies, which also saw Leith London land the creative account (Marketing, May 2) and Smith & Milton appointed to handle strategic design.
The UK frozen pizza market is dominated by five major brands; Chicago Town, Goodfella's, Freschetta, McCain and San Marco, which compete against own-label brands which account for 42% of the market.
At the end of 2001, according to Nielsen Scantrack, the sector was worth £313.6m, down 1.2% on the previous year. During the year, Chicago Town's sales grew by more than 20% and Freschetta's by 19%, but Goodfella's lost 2%.
Goodfella's nine-inch Cheese Supreme is the UK's fifth-favourite pizza, with sales of £6.6m, and its nine-inch Cheese Supreme Twin is sixth most popular, with sales of £6.1m.
Since the departure of marketing director Andy Kinsella earlier this year, marketing of the brand has been overseen by pizza marketing manager Paul Reenan, in consultation with non-executive director Michael O'Rourke.
The creative agency reshuffle suggests that Goodfella's is planning a switch in strategy, away from the emphasis on generous toppings promoted in its TV ads by Partners BDDH last year and favoured by a number of pizza-makers.
Equinox's win means it now handles media for all Northern Food Group companies. It has handled the £3m Fox's Biscuits account for five years and picked up the £1m account for Fox's Confectionery last November.
This article was first published on Marketing