An Inspired Creative Recipe: Gousto Picks Mother as Creative Agency

Today, recipe box company Gousto announces the conclusion of its creative agency search, with the appointment of Mother.

Gousto was founded in 2012 with a bold ambition to change the way people shop, cook and eat dinner. Leading the market with over twice as many recipes as its nearest competitor, Gousto offers everything from ten minute meals, family classics and authentic world cuisines to their plant based range and exclusive Joe Wicks Lean in 15 recipes (Joe is a brand ambassador and investor in the business).

In recent months, the recipe box industry has come of age, with a renewed appreciation of home cooking. The brand’s business has been on an exciting upward trajectory and is expecting to report its first annual profit this year, as it plans to triple capacity by 2022 and hire an additional 1,000 people to help them get there.

Leading the charge is Gousto’s VP brand, Anna Greene, who comments: “Our mission is to become the UK’s most loved way to eat dinner and we’re better placed than ever with Mother to achieve our ambition. We’ve been so impressed by their strategic insight, passion and humility and we can’t wait to see where this partnership takes us.”

Gousto has led the category in recent years with its creative marketing; partnering with Wagamama to enable customers to cook their favourite Japanese restaurant dishes at home and opening the first ever chef-less restaurant in London. The brand also took on new responsibility during Covid-19, by launching the Food Finder directory, connecting small businesses with the local community who were struggling to get hold of food deliveries during lockdown.

Hermeti Balarin, partner at Mother, added: “The people at Gousto are that rare breed: living and breathing the brand, whilst also being incredibly human - a delight to work with. We’re all looking forward to seeing what we can cook up together.”

The pitch and agency shortlisting was managed through The AAR, and involved some of the UK’s leading creative agencies.