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Busy Families Inspires to ‘Give It Some Gousto’ in New Brand Campaign

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The UK’s leading recipe box company is taking steps to become the ‘go to' for dinner.

Busy Families Inspires to ‘Give It Some Gousto’ in New Brand Campaign

The UK’s no.1 recipe box, Gousto, today announces the launch of its new £3 million brand campaign: Give It Some Gousto. The next step on the recipe box’s journey to become the UK’s most-loved way to eat dinner. The campaign follows a £30 million cash injection in July and a total of £100 million investment raised since launch.

A collaboration between M&C Saatchi and the7stars, the campaign is set to challenge the shopping behaviours of busy families, by showing them a new, better way to shop and cook. It invites time-poor families, to realise how Gousto can benefit their lives, with a convenient yet exciting solution to home-cooked meals.

The bold, energetic and provocative creative from M&C Saatchi, takes busy families on a rapid journey, from a world of laborious meal-planning, frustrating supermarket trips and sad looking ready meals to delicious, easy to prepare and exciting home-cooked meals, delivered from Gousto.

Using cooking actions as a destruction device to establish Gousto as the new, better way to do dinner versus supermarkets, the creative cleverly holds a mirror up to an old way of shopping that no longer accommodates hectic family life.

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 meal time 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 no.1 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’’.”

Tom Firth, Managing Director of M&C Saatchi says: “We’re delighted to be continuing to work with Gousto on their mission to transform the way the UK plans and cooks it’s meals.”
“This new work is a call to arms for busy families, encouraging them to give the old and laborious ways of shopping and cooking some Gousto. Out with lists, supermarkets and the same old boring meals. And in with ease, variety, precision, taste and pure joy. Give it some Gousto.”

Running for nine weeks from 1 September 2019, the campaign targets busy families across broadcast, social and online video, as they revert back into their weekly routines post summer holiday.

Maximising full use of broadcast TV channels, including hand-picked programming on ITV and Channel 4, it taps into on-demand viewing and also infiltrates on-the-go lifestyles through broadcast VOD, online video and social platforms including: Facebook, Instagram and YouTube.

Collaborating with M&C Saatchi’s social arm, MAKE, Gousto’s Brand and DRTV adverts, are supported with a series of social first content, bringing to life Gousto’s key benefits - from dinner time inspiration, family friendly options and ten minute meals.

Gousto will also extend the reach and social amplification of the campaign, by partnering with its long-term parent ambassadors: Anna Whitehouse (Mother Pukka), Simon Hooper (Father of Daughters), and investor Joe Wicks - arguably three of the biggest influencers in the UK.

Gousto is the UK’s leading recipe box company, helping families easily create delicious and nutritious meals from scratch. It sends precise ingredients and delicious recipes directly to homes across the UK. One of the UK’s fastest-growing businesses it has grown from 4 to over 500 people in seven years - delivering over two and a half million meals monthly.

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M&C Saatchi London, Fri, 30 Aug 2019 17:06:16 GMT