Leeds and London-based creative communications agency Hatch has created the brand strategy and visual identity for Ernie’s Pizza, a new own-brand frozen pizza range developed by German-based frozen pizza producer Freiberger Group exclusively for Leeds-based supermarket giant ASDA.
Appointed by Freiberger Group, Hatch was tasked with building a distinctive brand positioning to develop a clear identity for Ernie’s Pizza which would resonate with consumers alongside supporting the brand’s long-term growth.
Hatch created comprehensive brand guidelines covering typography, logo usage, imagery style and wider brand application. The agency also delivered full packaging design, ensuring Ernie’s has high-impact recognition in ASDA freezers. In addition, the creative agency developed a suite of branded ‘Ernie’ character assets, creating “a character figure that appears across multiple touchpoints with varying expressions and poses to further support the brand’s identity.”
Available in over 375 ASDA stores across the country, Ernie’s Pizza is Freiberger Group’s second branded launch in the UK, following the introduction of Craft Pizza in 2025. Since launching, Ernie’s Pizza has established itself as one of ASDA’s top 10 own-brand products, reflecting strong consumer demand.
Alex Halls, associate creative director at Hatch commented: “Following the success of our work with Freiberger UK on Craft Pizza, it’s been fantastic to continue our partnership and help bring their latest brand to life. From developing our very own ‘Ernie’ character and iconography, to creating engaging social assets and content, it’s been an amazing prospect for the whole agency team involved.”
James Nice, key account manager at Freiberger UK added: “We’ve really valued our partnership with Hatch and the expertise they brought to Craft Pizza, so it felt like a natural fit to work with them again to develop Ernie’s Pizza. Their team has a strong understanding of how to create a brand identity that feels engaging and relevant for the UK market. The response to Ernie’s Pizza since launch has been great and we’re excited to see the brand continue to grow.”
