Gousto aims to make recipe boxes ‘the UK’s favourite way to eat dinner’
Recipe box subscription brand has made major investments in technology to help it deliver improved choice and delivery options, brand director says.
Gousto, the UK-based recipe box delivery service, is kicking off a £3m brand campaign, two months after securing a £30m cash injection that brand director Anna Greene said is helping the business scale its technology and transform its offer to consumers.
The push, “Give it some Gousto”, is the second ad createed by M&C Saatchi and with media agency the7stars, both of which were appointed last year.
It features a main brand TV spot, which will run for nine weeks from Sunday evening (1 September), supported by direct response TV ads and additional video created for social media, as well as partnerships with three brand ambassadors, Anna Whitehouse (Mother Pukka on social), Simon Hooper (Father of Daughters), and Joe Wicks (The Body Coach), who is also an investor in Gousto.
The campaign was created by Charli Plant and Laura Saraiva, and directed by Favourite Colour Black through Park Village.
Speaking to Campaign, Greene said that while Gousto had grown sales 70% in the last year – overtaking its chief competitor, Hello Fresh, in the process – and was now delivering 2.5 million meals a month, the first priority of the campaign was growing awareness and consideration, with three quarters of UK adults not yet aware of the brand, while “around half of the UK still don’t fully understand what a recipe box is”.
While this situation means there is still work to do to educate consumers on how recipe boxes work, Greene said Gousto’s growth meant that to maximise its potential, it now needed to be able to communicate its promised emotional benefits: cutting out the pain and hassle of shopping and planning meals, and reacquainting people with the joys of cooking.
“This year we really wanted to take it up a notch,” Greene said, describing the thinking behind the campaign. “We wanted to demonstrate how we can improve everything from top to bottom. We’re on a mission to be the UK’s most loved way of eating dinner.”
The creative, which uses visual motifs related to cooking such as chopping with a knife to move between shots, was intended to be visually arresting, but also was “quite a disruptive and destructive device to contrast between old and new,” Greene said.
The booming recipe boxes sector is packed with competitors – along with Berlin-based HelloFresh, which in 2017 topped the Financial Times ranking of Europe’s fastest-growing companies, there are several with a more targeted approach, such as the gluten and dairy-free, low carb Mindful Chef; fresh pasta specialist Pasta Evangelists; and Simply Cook, which leaves out the fresh ingredients but comes in a package that fits through a letterbox.
Gousto lacks a key identifying characteristic of this sort, but stands out because of its superior technology, Greened claimed. This had allowed it to offer 50 recipes to choose from each week, double the number offered by Hello Fresh, to bring prices down, and to offer delivery seven days a week at a wider range of timeslots.
The big challenge for Gousto, and the sector as a whole, is that most people’s usual shopping, cooking and eating habits are very well established, Greene said.
“We recognise it’s a huge behaviour change we’re trying to create here. People are so used to shopping in supermarkets or online, there’s years of entrenched behaviours.” This means Gousto needs to “give them really compelling reasons and motivating them to give it a try – that’s a more powerful way to look at the sector”.
We are very excited to announce the launch of our new venture with MC Saatchi. M&C7 is a strategic consultancy that fuses media and creative thinking from the very start to drive outcomes for clients.
For too long now, despite the many attempts at reunification, media and creative thinking have been out of sync.
We want clients to be able to buy best-in-class advice that fuses media strategy and brand idea into one seamless whole. Ours is a unique consultancy product – rooted in marketplace expertise, but free of the bias of implementation.
Bringing the two halves of the communications brain back together is only really possible in the independent sector, in which the vested interests of legacy companies don’t apply.
M&C7 enjoys the freedom that comes from independent perspectives. The coming together of disciplines offers the chance to look at the client’s problem from new angles, so that instead of a single controlling thought from a limited perspective, we can take a wide lens that allows us to produce a truly unified solution
Suzuki have become synonymous with Saturday nights on ITV; famed for their family friendly antics, previously fronted by Ant & Dec. This long term strategy has just been taken to a new level with the introduction of Take That in 2019. So far, the campaign has seen the UK’s favourite boyband travel across the UK in a Suzuki Vitara SUV to surprise fans with a journey they will never forget, and enjoy an in-car karaoke session with their idols along the way.
Suzuki will shine even brighter on ITV1 Saturday nights with the Take That ad spots placed in ITV’s very best entertainment programming – The Voice. Britain’s Got Talent and The X Factor. A Sat night tenancy buy means that Suzuki will be present 36 weeks of the year. Whilst TV is the core channel for reach, the Take That content will be brought to life further with extensive paid social, consumer competitions, a nationwide roadshow and dealer activations.
Watch this space for even more surprises yet to come this year!
We are thrilled to continue our seven-year streak of being named as one of The Sunday Times 100 Best Small Companies to work for. It is a title we are extremely proud of and demonstrates our consistent commitment to over-investing in our staff to ensure they are full of energy and motivated to produce great work for our clients.
Read more about The Sunday Times 100 Best Small Companies here
We are delighted to be named 2nd in Campaign’s Top 5 large companies to work for.
“You won’t find a holiday form or a timesheet at the7stars. And nobody has a job title. It’s all because of the founders’ philosophy that good community spirit is the bedrock on which a successful agency is built, resulting in a place where staff can grow their careers and have fun while doing so. Starters are assigned a “buddy” who guides them through their first month at the agency.” -the7stars
Read more about Campaigns Top 50 Best Places To Work here
Having won Gold at the WARC awards in 2018, Suzuki and the7stars stepped it up a gear to take out the Grand Prix for Partnerships in 2019. With a new model to launch and an entirely new audience to reach, the7stars demonstrated what to do when content is king, but not fit for a queen…
Sadly, when it comes to marketing cars to women the automotive market will often turn to a collection of patronising stereotypes.
Our research found that much like men of their age, 20-something women are looking for adventure, independence and achievement. Initially we sought to put the Ignis at the heart of content which celebrates adventure, independence and achievement among young women, but to our surprise there was nothing which fitted the bill. So we created our own.
We set out to create content which better reflected the audience’s life stage, and place Suzuki at its heart. Working with the E4 Commissioning team, we collaborated to create a brand-new TV format – All Star Driving School. A peak-time TV show that serialised the trials of learning to drive, but ultimately showing the adventure and independence a first-time car can grants its owner.
By completely integrating the Suzuki Ignis into a TV series which promoted these values, and then amplifying the spirt of our partnership to 86% of young women in the UK, we showed the industry how it should be done. And sold a load of cars in the process.
All this was achieved without a pink car in the range. Fancy that.
December saw Deliveroo crown their final Food Battle champion in the breath-taking “Battle of the Broth”, after an epic three months of celebrating the ‘Joy of Food’ with partner Time Out. Across four foodie events (“Battle of the Burger”, “Pizza Prize Fight”, “Fried Chicken Fight Cub” and the aforementioned “Battle of the Broth”), 5,000 hungry Londoners had chewed, chomped and slurped their way through over 35,000 portions of food, voting for their favourite in each category.
Reaching over 5 million Londoners through Time Out’s platforms across editorial, experiential and social, we recorded a surge of brand love through UCG and online. Together Deliveroo and Time Out delivered the ultimate in mouth-watering experiences, supported by customer research and using data to identify the Capital’s food passions, proving that Deliveroo is a heavy-weight in the field of food delivery.