Matty Matheson is a star and producer on the award-winning shoe The Bear, a large YouTube character, best-selling cookbook creator, restaurateur, entrepreneur, and extra. Nobody will ever confuse him with the ShamWow man, however that’s precisely what Matheson goes for in a brand new model marketing campaign from outside oven model Gozney.
The extraordinarily fitted blue shirt is all a part of an infomercial vibe concocted by Matheson and the Gozney artistic workforce. “I discovered that shirt on eBay,” says Matheson. “As a result of I simply felt like I wanted to put on a silly shirt, just like the ShamWow man or one thing.”
It’s additionally a part of the model’s first paid media promoting push for a brand new marketing campaign known as “Cook dinner Totally different.” And maybe the crown jewel of all of it is a signature Matty Matheson version of Gozney’s new Tread moveable outside oven that drops June 18.
Since 2021, Gozney has grown from $25 million in income to just about $100 million final yr—regardless of the outdoor pizza oven market exploding over COVID-19 and since contracting. Gozney has strategically used design and content material to distinguish itself, and construct a wholesome model id. Key to the model’s success is the relationships it has constructed with cooks and personalities like Matheson. With “Cook dinner Totally different,” Gozney is out to show it.
Assembly Matty
Tom Gozney based his firm in 2010 because the Stone Bake Oven Firm, producing custom-built business pizza ovens for the U.Ok. market. However in 2016, with the launch of the Roccbox oven, Gozney shifted its focus to on a regular basis individuals.
He knew that if he may persuade cooks of the moveable outside oven’s worth, then the house kitchen heroes would comply with. So he started constructing relationships with influential U.Ok. cooks. One in every of them was Lee Tiernan, proprietor of Black Axe Mangal. Tiernan was attempting out Gozney’s Roccbox oven, and was amongst a number of who unfold the world to Matheson in Canada.
“A number of my mates in England which are cooks have been like, ‘yo, there’s this fucking oven that’s sick, it’s best to test it out,’” says Matheson. “I bought one. We used it. It’s sick. I beloved it. After which Tom introduced me over to England and we simply hit it off.”
Gozney was a fan of Matheson’s primarily based on his work with Vice, so was eager to get him an oven. Quickly after, Matheson was posting clips of himself utilizing it, not at the same time as a paid ambassador. “It was so model elevating for us on the time,” says Gozney. “Matty was a subcultural figurehead by means of Munchies and Vice and all of that stuff.”
Since then, Matheson has been concerned in different Gozney content material, but in addition a sounding board behind the scenes on new and potential ambassadors. Gozney says that it’s one of many firm’s longest relationships and a standard-bearer for what they intention for general.
“I didn’t need to construct an outside cooking model. I needed to construct one thing culturally related,” says Gozney. “And I used to be all the time essentially centered on, who’re the people who we’re going to work together with? Even when somebody has 10 occasions the followers, however they’re not culturally proper for the model, we simply gained’t fuck with them. And Matty is simply the epitome of what we’re on the lookout for.”
They’ve been working collectively for therefore lengthy that when the concept for a signature oven got here up, Gozney says there was actually just one alternative. “Matty’s clearly bought an unbelievable approach about him from a model perspective, and we needed to lean into collaborations,” says Gozney. “And it simply felt like the suitable transfer for us to start out with these Matty campaigns. He’s been the main, most passionate model associate and pal for therefore a few years, it simply felt becoming. It could really feel like I used to be dishonest on him if I did it with anybody else.”
Enter the Tread
That is solely the corporate’s third signature product. Each Tom Gozney and Brad Leone have had restricted signature Roccbox designs. The Tread is a brand new oven, designed for being as moveable as doable. It weighs in at lower than 30 kilos, matches 12-inch pizzas and forged iron pans, can hit 950 levels Fahrenheit in quarter-hour, and encompasses a stand with adjustable legs, a built-in degree, and a roof rack chopping board. The expansion trajectory of the corporate, mixed with a brand new product, offered a possibility for the model to lean a bit extra into its relationship with Matheson.
The restricted version Matty x Tread oven is brilliant orange, that includes illustrations by Matty’s longtime artist, Christopher Wilson, engraved onto its stainless-steel exterior. It appears to be like a bit like a Stars Wars droid that simply occurs to cook dinner pizza. In a great way. There’s additionally a capsule assortment of personalized placement peels and different merch.
“This was simply a type of excellent alternatives to sort of simply put a bit little bit of my character into this excellent factor they’ve developed,” says Matheson. “I’m not some pizza grasp. It makes superb pizzas, however I’m a meat and potatoes sort of man, so I feel it’s an ideal outside oven. The blaze orange is so iconic.”
Retaining warmth
The movies have been shot on a sound stage in Salt Lake Metropolis and Matheson says the method was fairly unfastened. “It’s this factor the place they got here with a extremely good thought, and we simply began riffing forwards and backwards,” he says. “It was all simply actually collaborative. Their workforce is aware of me, they perceive my wheelhouse, and so they needed to do one thing enjoyable. So we had a primary define after which we simply had enjoyable with it.”
Jonathan Kantor, Gozney’s chief income and advertising officer says he was aiming for one thing like a cross between HexClad and Liquid Demise. The previous successfully leverages its partnership with Gordon Ramsay, whereas the latter creates hilarious content that plays with our cultural relationship with brands and advertising. “The idea of ‘Cook dinner Totally different’ is about elevating Matty’s presence inside Gozney, together with our background with skilled cooks and business ovens, and doing a model marketing campaign that’s extra about fascinating eyeballs and telling a narrative versus extra direct response, transactional advertising.”
Gozney is investing in additional conventional paid media for this marketing campaign than ever earlier than, particularly on linked TV, and can have a shared billboard in Instances Sq..
On the identical time, it continues to spend money on longer kind content material, like its ongoing YouTube sequence Pizza with Frank, starring Frank Pinello. Pinello is the founding father of Brooklyn pizzeria Finest Pizza, and is about to start out his second full season of the Gozney-backed present.
“It’s fully leisure storytelling,” says Kantor. “These episodes get 500,000 to one million views a chunk, and there’s not a single paid media greenback behind them. So we’re fascinated by who exhibits up in content material, who exhibits up on our personal channels, and the way we are able to inform tales round it.”
In a world flooded with collabs, Matheson says the longevity and actual connection between them is what makes this collaboration completely different, and he hopes it exhibits within the content material and the product.
“We’ve been each doing this factor because the starting,” says Matheson. “With different manufacturers, it’s a job, it’s how we pay the payments. It’s how I’m in a position to proceed my YouTube and proceed loads of issues. Generally a model simply needs you for this one factor. No downside. However that is very completely different.
“Gozney has been holding on to loads of the individuals which were there because the starting, and I feel that basically exhibits the significance of true alignment, that’s actually particular and actually natural. We now have a real, good relationship. Some manufacturers are like that. Some aren’t,” says Matheson.
