Subscription food provider Gousto is making a play for would-be kitchen gastronomes with the launch of ‘Give it Some Gousto’ on Sunday, a £3m brand campaign urging shoppers to wave goodbye to the supermarket and say hello to their recipe box.
Conceived by M&C Saatchi and with the7stars handling the media, the campaign seeks to shape consumer behaviour by introducing potential customers to a new way of shopping and preparing meals by combining convenience with fresh ingredients.
This is conveyed by contrasting the laborious task of meal planning and tedious trips to the supermarket for factory produced ready meals with the relative simplicity of a box delivered directly to your door with everything you need to crack on with the cooking.
Gousto’s brand director, Anna Greene says: “UK families are busier than ever and we’re stuck in the same routine, cooking the same things because there just simply isn’t enough time. Gousto takes the hassle out of mealtime planning, so even the busiest people can cook new and exciting dishes from scratch.”
“Over the last 12 months, Gousto has fast become the UK’s no1 recipe box. We’re already delivering over two and a half million meals monthly and excited to see that number grow, by encouraging even more people to ‘Give It Some Gousto’’.”
The nine-week campaign will include a mix of broadcast, social and online video material.
Previous Gousto campaigns have focussed on the slogan 'Unbox Possibility'.