FIGHT’N
TOMATO

THE CHALLENGE
The frozen pizza aisle of a grocery store is crowded with well-known national brands. So, how do you create a delicious new brand to stand out in the packed frozen Pizza category?

OUR SOLUTION
Gate took a brand-design approach and researched the current frozen food category. Marketing research and in-store observation showed that many pizza brands have not evolved in a decade. This helped Gate identify market space for a new brand with an “in-your-face” attitude that was missing in the category. This brand insight led Gate to create an edgy, lo-fi, DIY-spirited underdog of a pizza brand.

The brand icon became a character called Fight’n Tomato who is an unsung hero fighting for the respect that all tomatoes deserve. And our fiery friend oozed enough bravado to allow future growth into other food categories. The brand launched on social media, and earned nationwide distribution with brands like Tops, Giant Eagle, H-E-B and several Kroger markets within 8 months.

Fighting Tomato Box
EZDockFighting Tomato
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        CREATING AN UNDERDOG PIZZA BRAND THAT’S NOT AFRAID OF THE COMPETITION

        When Gate created Fight’n Tomato Pizza brand, we knew we were fighting the big dogs in the frozen pizza aisle. Already an underdog brand punching above its weight class, Fight’n Tomato had to come to life with a character that wasn’t afraid to say anything. Gate commissioned an illustrator to showcase our tomato’s personality and express his emotions, actions and even his wardrobe! Once developed, we knew this super hero was going places. City after city, bout after bout, Fight’n Tomato made his way across the U.S. and into freezer cases everywhere.

        PACKAGE DESIGN

        Gate created packaging for multiple serving sizes of traditional pizza flavors, each with a cut-away package window revealing the pizza inside for easy browsing and on-shelf appeal.

        PACKAGE DESIGN

        Gate also created packaging for specialty pizza flavors. Each flavor profile has a unique Fight’n Tomato message tailored to the consumers preferences and taste buds.

        HARD HITTING SOCIAL

        Gate rolled out a mighty social media campaign to support the product launch of Fight’n Tomato Pizza Company that captured the personality of our punchy brand icon. We created dialogue with followers that drew out pizza references, habits, loves and hates. We held contests, awarded prizes and gave away limited edition posters of everyone’s favorite posts. Ultimately, we brought the brand to life and created an interactive brand experience that continues.

        PROMOTIONAL TEASER WITH A LEFT HOOK

        This B-to-B mailer engages the curiosity of store buyers and paves the way for sell-in efforts to expand product distribution. Using our favorite pizza superhero, the direct mailer shows how a few sharp punches to the taste buds from this distinct new pizza brand will swell the bottom line.

        A branding agency for
        those who want to travel a
        different path.

        (717) 874-2029

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