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Brand, Campaign, Insight & Strategy, Motion, Print

Firing up the future with the outdoor oven pioneers

An exploding diagram of a Gozney oven and its packaging

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.

BRAND IDENTITY

A visual and verbal world that merged tech with the joy of wood-fired cooking to create a unique brand persona brimming with confidence
An arrangement of Gozney packaging and print advertising
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Packaging

An unboxing experience that delivered on consumer expectations with a scalable accessories range to match
Forty Eight Point One are F***ing Great!
Tom Gozney

CEO & Founder

A carefully arranged selection of Gozney accessories and their packaging

Campaign

An impactful multi-channel campaign that announced The Dome's arrival

Waging war on the BBQ

We created a flexible campaign concept that took aim at the BBQ experience as we know it.

Evergreen Content

With a campaign being created before the product was ready, we worked with copy and CGIs to get the maximum stretch from a limited bank of assets

Showcasing Versatility

This was so much more than a pizza oven, so we needed to show the full stretch of The Dome's capabilities

Waging war on the BBQ

We created a flexible campaign concept that took aim at the BBQ experience as we know it.

Evergreen Content

With a campaign being created before the product was ready, we worked with copy and CGIs to get the maximum stretch from a limited bank of assets

Showcasing Versatility

This was so much more than a pizza oven, so we needed to show the full stretch of The Dome's capabilities

Colour guides for the Gozney photoshoot
The Forty Eight Point One team unloading a Gozney oven from the back of a delivery van
A close up of a mac screen showing an image from the Gozney photoshoot
A close up of a photographer taking a picture on the Gozney shoot
A composite of Slack messages relating to Gozney
An arrangement of Gozney packaging laid out on a white table

The impact

A target of £1m of sales in the opening twenty-four hours was comprehensively smashed, with a staggering £8m being achieved in only four.

Let’s work together

Brave, ambitious and perpetually curious? Let’s talk.

Forty Eight Point One - A photoshoot in a vineyard