The campaign consists of two executions, created by Leith London and directed by comedian Armando Iannucci, who also directed the Alan Partridge shows and the current Nationwide Building Society ads.
The ads continue the theme of "Looks like it's closing time for pizzerias". In the first execution, Lissoni is being interviewed in a supermarket as he chases shoppers and sneakily unloads the Goodfella's Solos from their trolleys.
The second features Lissoni and the interviewer as they go back to his restaurant, where he cooks up Solos to try for himself and ends up throwing them away because they taste so good.
Adrian Mooney, Goodfella's marketing manager, said: "The launch of Goodfella's Solos is a significant step for the brand. We want to communicate directly to consumers that Goodfella's Solos will be the first individual frozen pizza offering real food values."
The latest campaign is the first time that Lissoni interacts with the product and realises exactly what he is up against.
The new Solo pizza comes with eight different toppings and is ready to eat from the oven in 10 minutes.
The campaign comprises poster advertising, a heavyweight sampling campaign and PR activity.
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