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Gousto to ‘Unbox Possibility’ of Further Growth with First ATL Campaign



A collaboration between M&C Saatchi, the7Stars and Framestore, the campaign targets busy families looking for a better way to eat well

Gousto to ‘Unbox Possibility’ of Further Growth with First ATL Campaign

Recipe box company, Gousto, today unveils its first 360 advertising campaign: Unbox Possibility. Introducing families to easier and more enjoyable mealtimes, the £2 million brand campaign follows a £25.5 million cash injection in March. It marks a significant chapter for the food-tech company, helping busy UK households serve up 400 million home-cooked meals by 2025.

A collaboration between M&C Saatchi, the7Stars and Framestore, the campaign targets busy families looking for a better way to eat well. Proving Gousto is more than just a box of ingredients, outstanding creative from M&C Saatchi ‘unboxes’ the endless possibilities found within the recipe box.

From new cuisines to try, skills to learn and conversations to have around the dinner table – it wins hearts and minds by inviting time-poor families to enjoy the easy and exciting home-cooked meals they’ve always wanted.

Drawing up on the influence of a child’s toy – a Jack in the Box – the sharp creative features visually-arresting food structures springing to life, all topped with delicious plates of Gousto food. Executed by production agency, Framestore, VFX Director, Will Bartlett, DoP, Baz Irvine and photographer, Victoria Ling – Gousto brings together a superb team to deliver its standout campaign.

“There’s a joy and excitement that comes from using Gousto and realising you can easily create the delicious, home-cooked meals you want. We’re delighted to launch our first significant ATL campaign, which brings this to life so powerfully and encourages even more families to unbox the possibility of better mealtimes with Gousto.” says Anna Greene, Head of Brand Marketing at Gousto.

Tom Firth, Managing Director of M&C Saatchi says: Our ambition working with the phenomenal team at Gousto has been to create a platform that lives up to their innovative, disruptive company while being distinctive in a ‘offer-driven’ category. Unbox possibility captures how transformational it is to cook at home from scratch with Gousto and introduces the brand as an exciting, positive and playful force in the kitchen.” 

Running this Autumn from September 6, the campaign led by the7Stars, targets busy families as they settle pack into the weekly routine. Maximising full use of broadcast TV channels, including hand-picked programming on Channel 4 and Sky, it taps into on-demand viewing and infiltrates daily commuter journeys on the London Underground and Buses.

Extending the reach and social amplification of the campaign, Gousto has also partnered with some of the UK’s top creative talent. Equipped with a recipe box of ingredients, the content creators will bring to life ‘Unbox possibility’ and what it means to them.

On the 19 and 20 September, Gousto will team up with 3 Monkeys Zeno, to launch the UK’s First Chef-less Restaurant - a two-day experiential event. Promoted in partnership with Time Out, it will demonstrate the delicious meals you can cook with the recipe box. A dinner with a difference, attendees will be encouraged to unleash their creativity and unbox possibility.  

Gousto is the 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 – delivering over a million meals monthly. One of the UK’s fastest-growing businesses it has grown from 4 to 400 people in six years and has secured £56.5 million investment.


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Genres: Tabletop, Musical

Categories: Food, Convenience

M&C Saatchi London, Thu, 06 Sep 2018 16:43:28 GMT