PizzaExpress Prepacked Chilled Pizza

Since 1965, PizzaExpress restaurants have been slowly but surely transforming the casual dining scene.

PizzaExpress Prepacked Chilled Pizza

Packaging (Branded Food & Drink)Pearlfisher

EXECUTIVE SUMMARY

Since 1965, PizzaExpress restaurants have been slowly but surely transforming the casual dining scene. Today, it's possible to experience the brand's authentic Italian style dining experience on almost every high street in the UK.

It was a natural progression therefore to launch the brand's coveted pizzas onto the grocery market in 2001. But despite the strength of the product, the brand's performance in the supermarket has never come close to the restaurant success.

This paper will show how an impactful packaging redesign has brought the brand's strengths in...

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