gousto ad

The ad is to be aired this autumn during “hand-picked programming” across ITV, Channel 4, Channel 5 and Sky

Meal kit firm Gousto is to advertise on TV for the first time in a £2m campaign launching today.

The ad is to be aired this autumn starting today (6 September) during “hand-picked programming” across ITV, Channel 4, Channel 5 and Sky. It’s due to be screened during tonight’s episode of Celebrity Big Brother, starting at 9pm on Channel 5.

Created by ad agency M&C Saatchi and production agency Framestore, it shows Gousto boxes opening like a jack in the box. Ingredients burst out and form a swaying column with the completed dish at the top.

There’s a 30-second and 10-second version, both featuring the strapline ‘Unbox possibility’.

Gousto has also announced what it’s billing as the ‘UK’s first chef-less restaurant,’ a two-day event in which diners will prepare their own meal. The event is to run from 19-20 September in London’s Shoreditch. Attendance on day one is by invitation only while tickets are on sale for day two via Eventbrite for £2.98 per person.

The developments follow a £28.5m investment in March, bringing the total raised by Gousto to £56.5m in six years.

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

M&C Saatchi MD Tom Firth said: “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 an ‘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.”