With the arrival of its new Specials range to supermarkets this week, PizzaExpress, the nation’s number one chilled pizza brand, has partnered with independent agency, Brandon Consultants, to create a brand new look and feel for the range.
The Specials range, which features four new delicious 11” chilled pizzas – the Margherita Speciale, named the Margherita of choice for 80% of those who tasted it in blind tastings, Pollo Ad Astra, Pollo American and Quattro Carne – features eye-catching packaging. The design and architecture strategy of the packaging has been created under the overarching theme of ‘occasions’, with iconic restaurant heritage, hand-crafted products and brand cues setting the new Specials range apart from competitors.
What’s more, the design of the packaging puts the pizzas in the hands of those who crafted them. Styled in the iconic black and white striped t-shirts and aprons synonymous with PizzaExpress restaurants, the brand’s real Pizzaiolos were photographed proudly presenting the pizzas and placed at the heart of the packaging. The pizzas feature Pizzaiolos Akos Kovacs from PizzaExpress Harrogate, and Edilson Massango from PizzaExpress Bradford Broadway.
Richard Mills, retail director at PizzaExpress, said, “As the nation’s number one chilled pizza brand*, our new Specials range takes our supermarket offering to the next level – both in flavour and packaging design. Our Margherita Speciale is the preferred choice for 80% of those who tasted it*, so we knew the packaging had to be just as elevated as the pizza. Brandon’s designs do just that – an eye-catching, brand-led design which showcases our iconic assets – our Pizzaiolos and black and white stripes – and we look forward to seeing them on the shelves of supermarkets.”
To celebrate the launch of the new range, PizzaExpress has today announced a nationwide call-out for a budding taste-tester to step into the brand-new role of ‘CE-Dough’. Yes, PizzaExpress is giving one lucky pizza fan the chance to embark on the ultimate side-hustle – to be paid to eat pizza.
The search for the new role comes as new research by the brand revealed that over a third (34%) of people would choose ‘professional taste tester’ as their dream side hustle, with ‘pizza’ (39%) coming in the top two food & drink items that people would choose.
The successful applicant will earn the rightful title of ‘CE-Dough’ and play a vital role in shaping future supermarket launches for the brand, as well as being granted access to behind-the-scenes product development and a free supply of PizzaExpress supermarket pizza, Dough Balls, dressings and more, plus a £1,000 gift card to use at PizzaExpress restaurants.
In a job description issued by the brand, the chosen applicant will need to be a true pizza enthusiast and will play a vital (and delicious) role in shaping the future of PizzaExpress’ supermarket range. The chosen candidate will be required to have ‘strong opinions on crust thickness, topping combos and the perfect hand-stretched base’.
The new range is available in Sainsbury’s from Wednesday 24th September.
