Context The take-out pizza category is an extremely crowded one. Pretty much everything that can be said about pizza has been said, and it’s becoming increasingly hard for brands to break through the cheesy noise… Enter The Mean Tomato – created exclusively for delivery service Gopuff.
In order to stand out, we knew we needed to create a pizza brand that acted a little differently. So, although this brand leans into a lot of the classic NY pizzeria tropes, the brand mascot certainly does not. Rather than bringing another “Gr-r-reat” overly enthusiastic mascot into the world, we took a more unexpected approach and created one who could work a bit harder for the brand, or not, depending on how you look at it.