Mother’s first work for recipe box Gousto focuses on the variety of meals on its menu, addressing the most frequent complaint about these home delivery services — that they get repetitive after a while. The message is communicated with energy and humour, likening food taste to music taste and setting us all up to be the stars of our own kitchens.
The new “Give it Some” campaign includes a partnership with Spotify which uses customer behaviours to match Gousto recipes to music listening habits. Media is through the7stars, and the work will appear on TV, OOH, radio, social and online video, featuring partnerships with some well known people including Joe Wicks, Katherine Ryan and Anna Whitehouse (Mother Pukka).
Recipe boxes and meal services were some of the big winners of lockdown last year: Gousto’s first half revenues were £83 million in 2020 — more than its full year 2019 revenues (and it grew 70 per cent in 2019).
Gousto’s VP of brand, Anna Greene says: “The power of Gousto’s tech paired with the creativity of our talented chefs means we’re able to offer unrivalled choice for our customers, tailoring our menu recommendations based on taste preferences. This campaign uses the language of music to bring the experience to life – whatever your taste, we’ve got something for you.”
Hermeti Balarin, executive creative director at Mother says: “Gousto is a rapidly growing brand, with more and more people discovering what a vast range of choice it offers every day. This campaign extends the ‘Give It Some’ platform, showcasing the excitement of cooking with Gousto and making stomachs sing.”
MAA creative scale: 7.5