How do you convince the world it’s time to say RIP to the BBQ?

• The question

  Gozney’s innovative and beautifully designed outdoor ovens have opened up a whole world of culinary possibilities for pro-chefs and enthusiastic amateurs alike. But how could they persuade a wider public, used to burnt bangers on a Sunday afternoon, that it was time to bin the barbeque and usher in a glorious new age of al-fresco dining with their latest model ‘The Dome’?

• The answer

  At the heart of everything we did was the belief that this was about much more than how you cooked your dinner.

  Delivering a level of craft and attention to detail that did justice to a brand famed for its impeccable design, every element, from warranty card to owner’s manual and packaging was created to be the perfect marriage of form and function – like The Dome itself.

  ‘The outdoors is yours’ was both brandline and rallying cry; an invitation to get outside and experience the elemental pleasure of open-air cooking.

  It set the tone for a tone of voice, bristling with confidence and dry-wit, the antithesis of the tired, blokey language favoured by the competition.

  It came to the fore in a launch campaign that provocatively sounded the death knell for the barbecue, ruffling feathers and changing the conversation around how we cook outside.

• The impact

  A product that sold out in a matter of hours. 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 reached 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 only four.