Sophie Whitehead
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Gousto Thematics




Gousto x Wagamama



Brief: We are introducing a new food range for 6 weeks which will bring wagamama’s into your kitchen at home. Over 6 weeks we will showcase 4 wagamama recipes, along with 11 Japanese recipes from Gousto.

Insight: We know from testing that the range works best when customers feel it is easy and achievable.

Strategy: The wagamama recipes will act as the “gateway” to cooking Japanese cuisine at home. To do this, verbally and visually, we’re focusing on making the range look and feel accessible. It’s about cosy Katsu and not upper class udon.





Teaser email (with 59% open rate - a record high)



Launch email (with highest ever engagement rate)


In-box flyer


  • 79% lapsed customers aware of wagamama partnership
  • 45% customers aware and purchased because of the partnership
  • 11% in resurrection survey cited wagamama as reason they ordered again
  • In launch week, 17% of all recipes ordered were wagamama
  • Paid Social: Best ever CPA (£42 vs £100 average)
  • Campaign Engagement Rate: 7.25% - up 200% on target


Freebie chopsticks





Recipe cards



Referral campaign


“This is the single best live campaign example of our new tone of voice. ‘Whip up Wagamama at home’ brilliantly and succinctly articulates the proposition with ease and flair, whilst the recipe naming was both playful and evocative. By delivering the messaging consistently across both earned and owned channels - Emails, banners, DMs, landing pages, recipe cards, blog posts - we were able to deliver a highly impactful, integrated and hugely successful partnership campaign.”
Matt Price, Gousto Head of Creative


Coverage


Gousto launch Wagamama recipe boxes so you can create your favourite dishes at home“ - Mirror

Gousto partners with Wagamama” - Delish 

Gousto to offer Wagamama ingredients and recipes to its subscribers” - The Grocer

Gousto launches a Wagamama range (and we couldn't be more excited!)” - Mother and Baby



CREDITS


Head of Creative: Matt Price
Senior Copywriter: Sophie Whitehead
Senior Designer: Nicola Woowat
Photographer: Sally Robinson
Brand Director: Anna Greene



Gousto x Joe Wicks


Brief: To raise awareness of the current Joe Wicks partnership and piggyback on Joe’s latest Lean in 15 book release.

Insight: There's high awareness of Lean in 15: 58% of the customer panel fully understand Lean in 15 as we described it, and a further 15% have heard of it but don't know much about it, while almost everyone has heard of Joe Wicks

Strategy: To give Gousto customers more home-friendly health with low & high carb recipes from Joe’s Lean in 15 range along with HIIT workouts from the Body Coach.



Launch post, written in Joe’s tone of voice: Click to read

Teaser email



Launch email


In-box flyer
Menu design


“This was a really thorny brief with 3 competing brands and lots of proof points to communicate. However, Sophie nailed it. She took any feedback on board and got it to a great place. Plus, Joe Wicks himself signed it off. What greater endorsement could you wish for?!” Anna Greene, Gousto Brand Director


CREDITS

Senior Copywriter: Sophie Whitehead
Junior Copywriter: Mimi Davies
Designer: Daniela Pinheiro
Brand Manager: Harriet Knight
Photographer: Sally Robinson
Food Stylist: Jenny Brown
Brand Director: Anna Greene



Flavours of Mexico


Brief: To take customers on a colourful adventure to Mexico, celebrating the enjoyment of cooking Mexican and excitement of discovering new cuisines, driving uptake of the range.

Insight: Mexico is one of the top 3 cuisines our customers want to try (94% said they would try it). Customers associate Mexico with bright colours, warmth, happiness and parties.


Join us on our adventure through the Flavours of Mexico, from vibrant street food to timeless recipes that capture the spirit of Mexican cuisine.

Expand your knowledge of Mexican dishes, cook with colourful ingredients, and explore one of the world’s richest culinary heritages.



Teaser email
 


Paid social posts


Launch email


“If there was ever a range to really bring our brand spirit to life, it was this one! This campaign embodies everything that is different, special and memorable about the Gousto brand - a real reminder of why customers would choose us over other recipe box brands. Every single execution from the social content and solus emails to the menu merch is just exceptional. It’s set a gold standard for future recipe ranges.” Anna Greene, Gousto Brand Director

CREDITS

Senior Copywriter: Sophie Whitehead
Junior Designer: Sarah Chadder
Photographer: Sally Robinson
Food Stylist: Jenny Brown
Brand Director: Anna Greene
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