Matty Matheson campaign is Gozney’s ‘biggest so far’ says CMO
Earlier this week, pizza oven brand Gozney released a global campaign featuring its long-term brand ambassador, celebrity chef and media personality Matty Matheson, for the first time. The brand’s CMO, Jonathan Kantor, says it’s already become its biggest campaign to date.
The spoof infomercial features Matheson front and centre, characterised as an absurd and over-the-top spokesperson, blatantly hawking over Gozney’s pizza ovens.
‘Cook Different’ marks the brand’s first major campaign to feature Matheson, despite him being a decade-long partner.
“Our relationship with Matty has been a natural and organic one, as he has been part of the Gozney family for the last 10 years,” Kantor told Mumbrella.
“Collaborating with Matty was a no brainer, but we wanted to make sure we do it right.”
He first started working with Gozney’s founder, Tom Gozney, on creative concepting, brand-building, and product development insight. Their partnership hopes to challenge the traditional brand-talent relationship, and the campaign takes this a step further, challenging traditional celebrity endorsements.
“We’re not afraid to have fun and be disruptive, and neither is Matty,” Kantor said.
“After a decade-long relationship, we didn’t want our partnership to scream traditional celebrity endorsement. Our strategy has always been focused on doing something different, and this campaign did just that.
“Flipping the idea of blatant endorsement with informercials is completely on-the-nose with self-awareness. ‘Cook Different’ allowed Matty to speak authentically about Gozney, and tell a story about the brand, but in an unconventional, humorous way.”
The campaign also aims to flip the script on what Gozney is as a brand, because it “isn’t just pizza”. Matheson shares some of his favourite recipes to cook using a Gozney oven, including fish, vegetables, and steak. Kantor said it hopes to change the way the world cooks outdoors, but to do this, Gozney’s brand strategy needed to mimic this.
“Approaching things differently and being fearless to stand out encourages us to do things unconventionally,” he said.
“Being a brand that’s super into distinctive content and fun storytelling, campaigns like Cook Different helps us to create a world where we can successfully convey this messaging and, ultimately, revolutionise the outdoor cooking game.
“It’s quickly become our biggest campaign so far.”
‘Cook Different’ is live across various touchpoints in Australia, the UK, US, and Germany. It is also being distributed on organic channels including Gozney TV, the brand’s Youtube channel.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Campaign
global campaign
Gozney
infomercial
Jonathan Kantor
Marketing
Matty Matherson
pizza oven
It’s Matty Matheson not Matherson
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Thanks for picking that up Neil.
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