Digital entertainment studio Objekt has been commissioned by cooking product company Ooni, a leader in the home pizza oven market, to produce Proving with Ooni, a food entertainment format launching exclusively on Ooni’s YouTube channel.
Hosted by Bad Boy Pizza Society – the London-based pizza collective and owner-operators of five venues across the capital – the series brings culinary expertise, science experiments, and kitchen banter to the screen as they put Ooni products in the spotlight.
Moving away from traditional commercial spots and standard recipe videos, Proving with Ooni takes a test-kitchen approach to answer the culinary questions the audiences didn’t know they had. Throughout the series, the hosts explore the history and artform behind the New York pizza slice, pit a culinary novice against a chef, and run dough experiments – from swapping water for Guinness and gravy, to pushing yeast levels to the brink.
Alex Kempner, managing director at Objekt, said: “We’re excited to help move Ooni beyond standard recipe and commercial content into an entertainment-first strategy. By creating high-quality, long-form, ‘sit-back’ viewing, we are helping to unlock a new opportunity for organic audience growth and more authentic engagement for the brand.”
Francesca Fay, global communications and engagement manager at Ooni, added: “YouTube is a platform where we already have a loyal subscriber base, so developing attention-grabbing native content for this audience and beyond is an integral part of our social strategy. The team at Bad Boy Pizza Society have been using Ooni products since 2019, so we knew instantly they were the right voices as hosts. Each episode is packed with their expertise, authenticity, and natural chemistry, while demonstrating Ooni’s innovation, performance, and spark for creating joy.”
Episode 1 of Proving with Ooni, which sees the hosts go head-to-head to bake the ultimate Margherita, drops on Ooni’s official YouTube channel on Friday, 4th September.
