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General Assembly

Expand Frozen DTC Pizza Business into Retail Channels

General Assembly, a leading pizza restaurant that pivoted during covid to become the first DTC frozen pizza brand, to expand beyond DTC into the highly competitive Retail channels. 


Our objective was to bring Retail and Packaging expertise to the existing team, recommend a path to expansion while maintaining the uniqueness of their brand and avoiding the traps of competing on price at grocery.  Chad & Bobby also brought in shopper experts from FRS to perform Pizza Category Assessment, recommended pathways to enter retail, specific retailers, regions and approach to engaging retailers.


Broke from tradition within the category of using food photography to showing the frozen product through clear packaging given the actual delivery on key purchase criteria such as ‘crave’ and ‘taste’. Introduced research to identify and decide on key claims that would drive sell-through at Retail vs DTC channels.


General Assembly successfully launched in the recommended Retailers; Sobeys’ in Canada and Whole Foods.

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The team at Mylo Tango brought the needed expertise and capacity to our team to support our expansion goals and packaging design under tight timelines.  We appreciated their flexibility and collaboration given we had many balls in the air simultaneously.


CMO & Partner


In the media

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Let us help you build momentum and an operating rhythm.

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