Gousto’s Table for 1 million
Table for 1 million was a hugely ambitious campaign - a first for Gousto - where we set out to create the biggest ever virtual dinner party hosted by Nick Grimshaw and 4 much-loved celebs, all to raise money for food banks.
Our goal with Table for 1 million was to raise brand awareness and brand love - to really push the creative bravery of content to engage with our audience in a more meaningful way, using copy that spoke to the state of the nation during the early weeks of lockdown - with a warm, celebratory, and comforting tone of voice.
Teaser (instagram stories)
Celeb announcement email
Last reminder email
The results speak for themselves - this content-led approach had much stronger engagement and saliency than previous campaigns
We increased brand awareness by 3 points nat rep, and by 5 for our core audience - that’s more than any other gousto campaign to date (as a comparison we’d normally require x3 that spend for tv & media campaigns which indicates how strong the creative and cut through of the idea was)
We secured 288 pieces of coverage, including top tier titles such as Sky News and the Telegraph with 93% share of voice. On social, we had a reach of over 16.4 million from influencers, with an extra 1.2 million from our own channels.
“Katherine Ryan on dream dinner guests, cancel culture, and not staying silent“ - Sky News
“David Haye interview: 'It would be optimistic to get 20,000 people sitting next to each other this year'” - The Telegraph
“Nick Grimshaw's love of food has gone to a whole new level during lockdown” - MSN
“Gousto enlists Nick Grimshaw to host online dinner party” - PR Week & Campaign Live
“Gousto and Manifest cook up a dinner party for a million guests, hosted by Nick Grimshaw, Paloma Faith, David Haye and Katherine Ryan” - Creative Moment
“Gousto aims to bring 1 million Brits together for a virtual dinner party” - Retail Times
“Table for 1 Million – the UK’s BIGGEST virtual dinner party“ - Events for London
“These are the celebrities hosting the UK’s biggest virtual dinner party - and how to join in” - News Letter
But then - disaster struck
Although it wasn’t the finish we were expecting, we channeled the Gousto attitude with our post-campaign comms, putting humour and humanity into our social posts and responses, to maintain the campaigns 93% positive sentiment score.
So whilst it was disappointing the event didn’t work out as expected, the idea of Table for 1 million was totally right for us - it was exactly the right moment to do something like this, and it was right for the brand and for our audience, so our key learning is to continue to push this creative bravery even further and carry on dreaming big.
And we raised over £40,000 for the wonderful Trussell Trust foodbank network!
“We set ourselves a hugely ambitious goal to create a once in a lifetime event in under 5 weeks. The collaboration within the team and the copy direction from Sophie was fantastic. With everything from the landing pages, sign up experiences, social posts, launch video, influencer content, instagram stickers, emails showcasing this exciting initiative and inviting the nation to take part. Whilst we had issues on the night, the campaign was a huge success, exceeding all targets; and helping us to recover brand awareness / health at a really critical time.” Anna Greene, Gousto Brand Director
● 17 million people came into contact with the campaign and were left with positive impression of our brand
● Promo video reached 600k views
● 16,000 people signed up for live event, with email addresses acquired for future marketing
● Social content saw a 2x increase in brand awareness vs. our previous Facebook brand campaigns
● +3pp increase nat rep brand awareness in May and +5pp increase amongst core 35-44s
● We had 93% positive sentiment on all social posts re. our response to issues on the night
“Despite botched virtual meal stunt, there’s an insatiable hunger for Gousto” - The Drum
CREDITSSenior Copywriter: Sophie Whitehead
Senior Designer: Nicola Woowat
Photographer: Sally Robinson
Brand Director: Anna Greene
Head of Brand & PR: Carlie Wittred
Senior PR Manager: Natalie Jay
Brand Manager: Harriet Knight