Marketing

Meal Kit Ad Perfectly Captures The Exhilarating Thrill of Adventurous Home Cooking


LONDON—With restaurants closed to sit-in diners in the U.K. due to a new coronavirus pandemic surge, meal kit brand Gousto has spotted an opportunity to present its offer as an exciting dinnertime alternative with a new campaign by Mother London.

Meal kits, as Adweek has reported, have been having a moment during the pandemic—with brands reporting a sales bump as people have spent more time indoors and looked to new recipes to avoid the monotony of cooking the same staple meals over and over again.

Gousto experienced year-over-year growth of 70% in 2020 compared with 2019, according to the brand.

Titled “Give It Some,” the energetic and colorful 60-second hero spot, which will run on TV and digital, shows a range of people cooking their evening meal set to a mix of several uplifting music tracks—with a rock guitarist, DJ and kitchen partygoers all featured to showcase its recipes.

Also spanning radio, social, influencer and out of home, the campaign, the work was created in collaboration with media agency the7stars and brand communications agency Manifest.

‘Making stomachs sing’

With comic effect, the ad switches from epic adventure to a realistic scene as a daydreaming parent is asked by her teen son what time dinner will be ready.

“This campaign uses the language of music to bring the experience to life—whatever your taste, we’ve got something for you,” said Gousto’s vp of brand, Anna Greene.

Hermeti Balarin, executive creative director at Mother added: “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.”

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CREDITS:
Client: Gousto
Creative: Mother
Strategy: Mother
Media: the7stars
TV
Director: Juan Cabral 
Production Company Producers: Sara Nouman & Natalia Mussolana
DOP: Leandro Filloy
Production Company: MJZ & Labhouse
Editor: Emiliano Fardaus
Post Production: Rohtau 
Animations & Graphics: Frank Guzzone 
Sound: Sam Robson at 750mph 
Music Supervision: Mr Pape 
Stills & Social 
Photographer / Director: Martin Poole
Food Stylist: Kim Morphew
Social DOP: Richard Lonsdale 
Post (still and social films): Wellcom





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