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Marketing Brand Strategy Media Planning and Buying

Gousto extends 'Give It Some' campaign with big OOH push


By Hannah Bowler | Senior Reporter

January 4, 2022 | 3 min read

Recipe box delivery service Gousto has gone big on out of home for its latest brand campaign with takeovers in major UK train stations.

Gousto 'Give It Some' campaign out of home UK station takeover

Gousto 'Give It Some' campaign out of home UK station takeover

Gousto has tied with media agency the7stars and creative outfit Mother to extend the ‘Give It Some’ campaign which first landed in January 2021. At the center of the campaign is a 70-meter takeover of the King's Cross tunnel, billboard ‘domination’ in Waterloo, and sequential ads in Manchester.

Healthy eating is a key focus with tactical OOH ads placed in David Lloyd gyms and a push to promote handpicked recipes from Gousto brand ambassador Joe Wicks, who has just renewed a two-year deal with the recipe company.

“Outdoor is a key channel for Gousto, bringing a digital-first brand into the physical world,” said Tommy Gleadell, account director at the7stars. “The King’s Cross tunnel delivers an immersive and unmissable experience, while the Waterloo Domination is a well-renowned premium environment, with multiple sites in close proximity, allowing us to truly bring Gousto to life.”

Tom Wallis, chief marketing officer at Gousto, said: “By adding new, bold OOH formats to this year's campaign pushes the energy of Give it Some even further to really capture attention and communicate our industry-leading variety.”

The ‘Give It Some’ campaign is the biggest in Gousto’s 10-year history and has been launched off the back of the company's first full year of profit. “Gousto is experiencing rapid growth, but we’re still scratching the surface of a massive opportunity to become the UK’s most loved way to eat dinner,” Wallis said.

Running alongside its OOH push, Gousto has also released an optimized version of its 60” TV ad from October as well as 10” cut downs placed on broadcast, VOD, and social channels.

In response to changing media habits, Gousto is testing engagement on YouTube mastheads and Sky Adsmart shoppable formats and bus ads.

Elsewhere Gousto will promote through its existing channels on sponsored podcasts including Katherine Ryan and The Joe Marler Show and The Guilty Feminist. Organic social will run across Facebook, Instagram, and Twitter alongside social from ambassadors Ryan and Anna Whitehouse.

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