Problem
Frozen Pizza brand Celeste, pioneered by Italian immigrant Celeste Lizio, sold her first pizza in Chicago in 1930. Her recipe spread across Chicago and pizzerias across the Midwest positioning itself as the brand that promises "homemade-quality, authentic Italian pizza" in its product.
The Celeste brand is one of the top-selling brands in the US, offering a dozen varieties.
Its parent company Conagra Brands, owns a number of other prominent household brands in its roster, including Slim Jim, Birds Eye, Boomchickapop, Garden and Healthy Choice.
The brand has a great, enduring legacy and serves as a wholesome and family-friendly alternative to brands like Papa Johns.
i. How do you position Celeste and differentiate it from the competition?
ii. Determine its creative strategy.
iii. What would be a good campaign?
iv. What is your Media Plan?