Talking the talk
Their latest innovation, the Dome changed the game entirely. Our job was to introduce it to the world and say goodbye to the BBQ once and for all.
We knew the brand would need to stand out if they were to cut through the noise in a very crowded arena. We developed an aspirational tone of voice bristling with chest-out confidence and a dry-wit that was the antithesis of the tired, overly-masculine language favoured by the competition.
And this tone helped to communicate a set of brand pillars that spoke to the reasons why Gozney was the undisputed heavyweight champion of outdoor ovens.
Ovens that performed better
There were a few reasons why some of the best chefs insisted on using a Gozney, at home as well as at work.
The rolling flame, thick stone floor and ceramic-bonded outer coating made for the perfect blend of design, tech and wood-fired cooking.
Ovens that could do more
Roast, smoke, steam or bake. Not only did it perform better, but a Gozney could do so much more. The power to cook anything you want, any way you wish.
Ovens that made wood-fired cooking simple
Like the very best tech products out there, a Gozney oven was bafflingly simple to use; ovens that proved you didn’t need to be a world-class chef to make world-class food.
The Wood Fired Why
We needed to educate the unenlightened about the true benefits of ‘wood-fired’.
‘The outdoors is yours’ wasn’t just a line; it was a rallying cry. One that could inspire a new audience to get off their sofas and into their backyards to experience the simple, elemental pleasure of open-air cooking.
A lot to unpack
Delivering a level of craft and attention-to-detail that could do justice to a brand famed for its impeccable design, our packaging created a real sense of theatre as the Dome was unboxed.
Everything from the warranty card to the owner’s manual was scrutinised to ensure each ingredient was treated with the respect it deserved.
And a new packaging system allowed for the brand to have the same impact, whether it was short and narrow with limited space, or large and square with acres.
A tongue in cheek launch campaign provocatively announced the end of the barbecue age, ruffling feathers and changing the conversation around how people cook outside.
A tightly targeted and militantly organised launch ensured Gozney’s unified assault on the BBQ filled up social feeds across the country.
The proof in the pudding
The success of the rebrand and subsequent campaign can be judged by the numbers they delivered.
The original goal of twenty thousand sign-ups in six months was instead achieved in just two.
Similarly, a target of £1m of sales in the opening twenty-four hours was comprehensively smashed, with a staggering £8m being achieved in just four.