Gousto Gives It Some for Disruptive OOH Takeovers

Inspiring audiences with unrivalled dinner time choice, Gousto invites the UK to ‘Give It Some’ and get cooking with its biggest brand campaign yet. 

After a year of significant growth that saw the recipe box deliver 25 million meals in the first quarter alone and double its workforce, Gousto launches disruptive OOH takeovers in Waterloo, Kings Cross and Manchester as well as an optimised continuation of the brand’s high energy 60 second TV advert, which captures the moving power of cooking and it’s endless possibilities. 

Created in collaboration with media agency the7stars and creative agency Mother, the recipe box company will be running a 70 metre takeover of the Kings Cross walkway, an unmissable ‘Waterloo domination’ that includes bold contextual advertising like; ‘More recipes than you’ve got trains, Waterloo’ and ‘Prawn appétit, Waterloo’ as well as sequential advertising in Manchester from 3rd to 30th January

In 2020 alone, the number of monthly Gousto meals delivered grew from 2.5 million to six million and the company saw its first full year profit. This momentum continued into 2021, selling more than three meals a second in the first three months of the year.

A testament to the brand’s continued growth, Gousto has also extended its long term partnership with brand ambassador Joe Wicks for a further two years. Launching a new range of handpicked Joe Wicks Picks recipes that will help consumers to ‘eat like Joe’ and enjoy delicious, healthy dinners in the New Year. The focus on health also extends throughout  London and other key regions with tactical OOH advertising across David Lloyd gyms.

Tom Wallis, chief marketing officer at Gousto says: “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. 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. As our biggest brand campaign yet, we’re looking forward to introducing more home cooks to Gousto and driving mass awareness.”

Tommy Gleadell, account director at the7stars says: “Gousto’s upcoming outdoor campaign will be the biggest yet, ensuring that we’re unmissable against the backdrop of increasing noise from the growing fast-track grocery industry. 

“Outdoor is a key channel for Gousto, bringing a digital-first brand into the physical world, normalising the use of recipe boxes in everyday life and showcasing Gousto’s unbeatable choice through high profile showcase environments. 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.”

Gousto is also testing new digital formats including YouTube mastheads and Sky Adsmart shoppable formats, in response to changing media habits after a year of restriction, as well as bus mega T-sides across London and other major regions. 

From 26th December, consumers can expect to see the brand’s high impact 60 second TV ad, as well as four 10 second versions that maximise full use of broadcast TV channels and tap into on-demand viewing through broadcast VOD, online video and social platforms including Facebook, Instagram and YouTube. 

Alongside this, podcast listeners can enjoy a continuation of sponsored features that Gousto initially launched in September, with Katherine Ryan and The Joe Marler Show, as well as new sponsored podcast features with The Guilty Feminist. 

Gousto will extend the reach and organic social amplification of the campaign across Instagram, Facebook and Twitter as well as through partnerships with long term ambassadors Katherine Ryan and Anna Whitehouse (Mother Pukka).