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 launched on social media, and earned nationwide distribution with brands like Tops, Giant Eagle, H-E-B and several Kroger markets within 8 months.

We Gave The Brand Some Character

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.

Hard-Hitting Social Media

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 Mailer 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.