Author info
Laura Mach
Group Account Director
Pizza is serious business. It’s one of the UK’s most loved dishes, served everywhere from high street chains to Italian independents. Arla Pro recognised that, in a crowded category, standing out takes more than just a good base. That insight led to the creation of Britain’s Best Pizza in 2023 – a foodservice-first awards programme designed to deepen brand affinity, drive operator engagement and shine a light on the ever-growing UK pizza industry. Now in its third year, the 2025 competition set out to celebrate the people behind the UK’s best pizzas. And we helped them make it happen.
Setting The Stage
Arla Pro has always been about one thing: supporting professionals. From chefs to coffee shops, the brand exists to champion craft and quality across the foodservice landscape.
Britain’s Best Pizza was born from that same mindset: a nationwide competition designed to spotlight the UK’s most creative pizza operators who bring passion, innovation and flavour to every slice.
Strategically, the competition set out to:
• Drive innovation across the pizza category
• Strengthen relationships with pizza chefs and operators
• Reinforce Arla Pro’s expertise in foodservice
Our challenge was to capture the attention of operators, drive engagement and celebrate the artistry of great pizza through Arla Pro, building on the momentum of the previous two years.
The Big Idea / Competition Format
We positioned Britain’s Best Pizza as more than a competition, it was an invitation to create, experiment and show off what makes each pizza unique.
Operators across the country were encouraged to share their signature pizzas through an online entry form. Entries flooded in, from traditional Neapolitan styles to bold, modern interpretations, all undergoing a rigorous judging process before our panel visited the three finalists to crown a winner.
The Britain’s Best Pizza judging panel for 2025 included Marco Fuso, renowned pizza chef and pizza consultant, Italian influencer Elisabetta Basile aka @theitalianfoodaholic and Cameron Wilson, head chef at Red Goat Kitchen and winner of Britain’s Best Pizza 2024.
To bring the story to life, Omne built a campaign identity that felt fresh, authentic and full of flavour, from the logo and branding to social media assets, digital advertising and filmed content. We also forged media partnerships with The Staff Canteen, Restaurant Online and Propel Magazine as part of the package. These partnerships helped us reach new audiences across foodservice, with digital banners exceeding KPIs across engagement and clicks, particularly through Restaurant Online, a new partner for 2025.
Celebrating The Best
The 2025 competition delivered incredible results, generating over 1 million Google impressions and exceeding digital performance targets across every channel.
After weeks of paper judging and mystery dining, the judging panel visited the three finalists to crown a winner after tasting all the nominated pizzas for themselves.
Our winner:
• Six Hills Café, Bakery & Pizzeria
Taking the title of Britain’s Best Pizza 2025 with their 4 Pomodori pizza.
Our runners-up:
• Dope Crusts
A Birkenhead based independent pizza restaurant who entered with their nominated Carbonara pizza.
• Zia Lucia
London based pizza chain, earning a place as a finalist with their signature Rosanna pizza.
The winning 4 Pomodori stood out for its clever use of tomato varieties, with some locally sourced and others from Italy, paired with creamy Stracciatella cheese to create a pizza packed full of colour, flavour and innovation. Carmelo Percolla, Chef & Owner at Six Hills said on the win:
“Six Hills Café, Bakery & Pizzeria is thrilled and deeply honoured to have been awarded Britain's Best Pizza by Arla Pro, recognising our passion, dedication and commitment to creating authentic, high-quality pizza that brings people together
Gudge Roberts, Global Brand Manager at Arla Pro reflected on this year’s competition, adding
“This year’s competition has once again highlighted the incredible passion, innovation and craftsmanship within the UK pizza community. It’s been inspiring to see chefs showcase their skills and passion while celebrating quality ingredients and great flavours. We’re proud to support such remarkable talent and can’t wait to see how next year’s entrants continue to raise the bar”.
Each pizza told a story, from locally sourced ingredients to innovative flavour combinations, all demonstrating the versatility and quality that Arla Pro stands for.
A camera crew captured the passion and precision behind every slice, creating a bank of assets that will live beyond the competition and continue to inspire operators nationwide.
The Impact
Britain’s Best Pizza proves that great ideas rise from collaboration. When brands champion their communities, they build more than engagement, they build trust.
For Arla Pro, the competition strengthens relationships with chefs, generates real world excitement and positions the brand at the heart of the UK’s pizza scene. As Britain’s Best Pizza returns next year, Arla Pro will continue to champion operators across foodservice: because often, the best way to grow a brand is to let others take a slice of the spotlight.
For the agency, it’s another reminder that purposeful storytelling connects brands and operators in powerful, lasting ways.
