Recipe box brand Gousto is launching a major advertising campaign that draws on “real-life stories of supermarket fails”, in a bid to “steal supermarket share”.
The campaign marks a “new brand positioning” for the meal kit brand, which presents Gousto as a convenient alternative to the “mental burnout” many Brits get from “mealtime planning and the stress of traipsing around supermarket aisles”.
The “traditional grocery model is ‘broken’,” the company said.
A TV ad – which was created by agency Mother and launches today – dramatises a couple planning and shopping for their evening meal in the style of a high-pressure bank heist movie. One scans online for the required ingredients while the other faces out of stocks and friction at the self-checkout.
“The drama then gives way to the simplicity and ease of Gousto, where dinner is planned, prepped, and delivered straight to doors,” Gousto said.
“The creative marks a shift in tone for the brand, rooted in cultural relevance and aimed at disrupting traditional grocery to drive reappraisal of Gousto as the most convenient way to enjoy quality home-cooked meals,” it added.
The ad will run across high-value TV spots, first appearing during Coronation Street on ITV1 from 8pm and Celebrity SAS: Who Dares Wins on Channel 4 from 9pm.
It will also run during lifestyle programming such as Cooking with the Stars, “tapping into moments when food inspiration is most needed”.
“We believe people shouldn’t have to choose between convenience, taste, variety, or health; they can have it all,” said Murray Lambell, chief customer officer at Gousto. “This is about freeing people from the stress and compromise of grocery shopping and giving them back some mid-week peace.”
“The traditional grocery model is broken,” he added. “We’re challenging deeply ingrained grocery habits and proving that there is a better way to plan, shop, and cook dinner. It’s still day one for Gousto, with huge headroom for growth as we set our sights on winning share from the supermarkets.”
Gousto consumer research found 65% of Brits say they’re ‘too busy to cook from scratch’, often relying instead on ultra-processed ready meals from supermarkets or takeaways.
The ‘convenience without compromise’ campaign comes on the back of “a return to growth” in late 2024, as Gousto “capitalises on rising demand for convenience, variety, and health”.
Last year, health-focused recipes were the most popular category on Gousto’s menu, with demand up 61.2% year on year. Meals categorised as ‘convenient’ saw sales rise 23% from 2021 to 2024, and nearly one-third of the Gousto’s available menu is ‘convenient’, up 26% year on year.
The brand is also introducing a ‘Dinner Peace’ range, which includes new propositions such as Batch Cooking, allowing customers to prep once and get two different meals. Gousto claimed to be the first recipe box to offer a batch cooking concept. Dinner Peace also includes ultra-convenient meals such as 10 Minute Meals, Prepped in 5 and One Pan Wonders.
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