Gousto — Off My Plate
— Services
- Campaign
- Video Production
- Content Production
- Public Relations
— Collaborations
- Margo in Margate
Play full video
Gousto – Off My Plate
Alleviating the mealtime mental load with Gousto
The 'mealtime mental load' is a cultural truth experienced by many, but no one has stepped up to the plate and addressed how the decisions and pressures around mealtimes play into it.
‘Off My Plate’ was developed to put the 'mealtime mental load' discussion on the table with a statement plate range for people who want delicious food without the overwhelm, served with a healthy dollop of Gousto's signature swagger.
The Challenge
Land hard-to-resist reasons to order a Gousto box to a mass audience, celebrating mealtimes as the main event.
'Off My Plate' tackles the 'mealtime mental load' with bold innovation; driving fame and website traffic through a statement plate range.
Partnering with coveted ceramicist Margo in Margate, we launched a limited edition plate range adorned with funny, relatable phrases inspired by the nation’s mealtime gripes.
These included: “Make linguine, not lists”, “Winner, winner, sorted dinner”, “99 problems but dinner ain’t one”, “No more forks to give” and our personal favourite, “Smash avocados, not plates”.
We then invited the nation to head to the Gousto website and share their top mealtime gripes for a chance to win a free limited-edition plate by Margo.
The recruitment of TV host Laura Jackson, Made in Chelsea star Oliver Proudlock, model Emma-Lou, the dynamic duo of actor Kola Bokinni and radio presenter Yola Bokinni, further demonstrated the frustrations with mealtime planning that Brits face every day.
‘Off My Plate’ was further supported by influencer activities beyond just families, showing how every household feels the ‘mealtime mental load’ differently.
Play full video
Gousto - Off My Plate on Sunday Brunch
‘Off My Plate’ secured top-tier coverage from Sunday Brunch to Daily Mail to Daily Mirror and OK! Magazine as well as a huge spike in website traffic – a striking 4.3% increase during the campaign period.
The campaign not only celebrated Gousto as the winner of mealtime but also provided a real solution to the nation’s ‘mealtime mental load’.
