- Pizza-making giant makes first steps into the supermarket with range of premium home ingredients
- Glasgow creative agency Thirst dreams up eye-catching designs to stand out on crowded shelves
- New products aimed at guiding pizza lovers – new and seasoned – as they take the next steps on their quest for the perfect pizza
MAKING pizza ‘a destination’ in the supermarket is the goal for pizza-making giant Ooni as it shifts into the grocery space with the launch of its first-ever range of premium home ingredients.
Edinburgh-based Ooni looked across Scotland to Glasgow creative agency Thirst to bring the range to life through a new look and distinct brand strategy, with a clear mission to disrupt the market and help consumers in their pursuit of the ‘unreachable goal’ – the perfect pizza.
Founded in 2012 with the launch of the first portable wood-fired pizza oven, Ooni – which boasted annual sales of more than £208 million in 2021 alone – now dominates the global category it created, selling tens of thousands of units each year and attracting celebrity fans including Dolly Parton, Bruce Willis, and Drew Barrymore.
The company has since launched several iterations of the oven, as well as a range of accessories, and the move into the grocery space – beginning with a range featuring Neapolitan Pizza Dough Mix, New York Pizza Dough Mix, and Detroit Dough Mix – marks one of the most significant steps yet for the burgeoning business.
With Ooni’s success built on appealing to pizza lovers on a quest to gather the tools to create amazing pizza, the company’s goal through the new ingredient range is to enhance relevance and excitement of the brand to oven owners, while equally attracting new creators to the mix. Ooni’s range of pizza ovens, accessories and groceries allows the brand to be a one-stop pizza-making partner.
Thirst set out to immediately tap into consumers’ creativity and curiosity, devising a personable and playful foodie illustration style underlined by bold primary and handwritten secondary typography to celebrate the imperfection and inspired flair of ‘the messy maker’.
The ‘Pizza for All’ strategy revolved around splitting the Ooni audience into three categories reflective of their place on the road to the perfect pizza – the Maverick Maker, The Casual Aficionado, and the Eager Enthusiast – with the aim of engaging with the needs of each through excitement, enticement, and education respectively.
The visuals are built around the Ooni brandmark – a metaphor for piping hot ovens and charred pizza crusts – offset by an invitingly rich colour palette of red, green, and yellow that flexes to celebrate taste variety and the joy of cooking.
Distinction in the crowded grocery space is a core element of the strategy, inspiring Thirst’s ‘optimised Ooni shopping experience’ characterised by standing out from distance, being easy to navigate from closer in, and able to convince consumers of Ooni’s authenticity and quality close up.
“By leaning into everybody’s intrinsic desire to create, we set out to make Ooni synonymous with pizza in the grocery space by channelling the brand’s distinct mission – enabling everyone to make great pizza– into a deliciously inviting look and feel,” said Matt Burns, Creative Director at Thirst.
“Our Pizza for All strategy set out to challenge category conventions with Ooni flair. The creative plays to the convivial, the creative, and the endlessly curious, with Ooni’s spirit baked into the new design system, from dough mixes to frozen fixes and tasty topping choices, embracing the imperfection of the messy maker via a personable and playful identity and celebrating the brandmark iconic oven shape. Together it’s an open invitation to just make pizza,” Burns added.
You must be logged in to post a comment Login