This plan generated £1,000,000 on day 1 of sales.

Ooni pizza ovens was making its first category expansion into domestic home mixers. The product was remarkably different than what was in most peoples minds (and kitchens) when it came to home mixers. In fact Kitchenaid holds over 85% marketshare in the US. Tough market to crack.

Ooni Halo Pro spiral mixer was not only a much more modern design of mixer but it was also a technology typically reserved for commercial settings like bakeries and pizzerias. Consumer knowledge of this type of mixer was only known by those extremely passionate about baking.

As the Senior Global Brand Manager for Ooni at the time, I led this Go-to-market plan. This involved the naming of the product, the positioning of the plan, consumer & category insights, creative development and cross-channel implementation. I even went as far as hiring a food scientist to break down the question of “what makes better dough?” into scientific and measurable terms so we could compare dough from the Halo Pro to dough made in the market leading competitive mixers.

Generating over £1,000,000 on the first day of sales and achieving 115% of the first year target within 3 months made this Ooni’s most successful product launch to date.