what might have been the advantages to Gousto in raising investment in private equity in comparison to other alternatives? If further investment is needed in the future, what reasons might cause Gousto to move to an initial public offering? use case study to expand answers
Gousto aims to make recipe boxes ‘the UK’s favourite way to eat dinner’.
Recipe box subscription brand has made major investments in technology to help it deliver improved choice and delivery options, brand director says.
Gousto, the UK-based recipe box delivery service, is kicking off a £3m brand campaign, two months after securing a £30m cash injection that brand director Anna Greene said is helping the business scale its technology and transform its offer to consumers.
The push, “Give it some Gousto”, is the second ad created by M&C Saatchi and with media agency the7stars, both of which were appointed last year.
It features a main brand TV spot, which will run for nine weeks from Sunday evening (1 September), supported by direct response TV ads and additional video created for social media, as well as partnerships with three brand ambassadors, Anna Whitehouse (Mother Pukka on social), Simon Hooper (Father of Daughters), and Joe Wicks (The Body Coach), who is also an investor in Gousto.
The campaign was created by Charli Plant and Laura Saraiva, and directed by Favourite Colour Black through Park Village.
Speaking to Campaign, Greene said that while Gousto had grown sales 70% in the last year – overtaking its chief competitor, Hello Fresh, in the process – and was now delivering 2.5 million meals a month, the first priority of the campaign was growing awareness and consideration, with three quarters of UK adults not yet aware of the brand, while “around half of the UK still don’t fully understand what a recipe box is”.
While this situation means there is still work to do to educate consumers on how recipe boxes work, Greene said Gousto’s growth meant that to maximise its potential, it now needed to be able to communicate its promised emotional benefits: cutting out the pain and hassle of shopping and planning meals, and reacquainting people with the joys of cooking.
“This year we really wanted to take it up a notch,” Greene said, describing the thinking behind the campaign. “We wanted to demonstrate how we can improve everything from top to bottom. We’re on a mission to be the UK’s most loved way of eating dinner.”
The creative, which uses visual motifs related to cooking such as chopping with a knife to move between shots, was intended to be visually arresting, but also was “quite a disruptive and destructive device to contrast between old and new,” Greene said.
The booming recipe boxes sector is packed with competitors – along with Berlin-based HelloFresh, which in 2017 topped the Financial Times ranking of Europe’s fastest-growing companies, there are several with a more targeted approach, such as the gluten and dairy-free, low carb Mindful Chef; fresh pasta specialist Pasta Evangelists; and Simply Cook, which leaves out the fresh ingredients but comes in a package that fits through a letterbox.
Gousto lacks a key identifying characteristic of this sort, but stands out because of its superior technology, Greene claimed. This had allowed it to offer 50 recipes to choose from each week, double the number offered by Hello Fresh, to bring prices down, and to offer delivery seven days a week at a wider range of timeslots.
The big challenge for Gousto, and the sector as a whole, is that most people’s usual shopping, cooking and eating habits are very well established, Greene said.
“We recognise it’s a huge behaviour change we’re trying to create here. People are so used to shopping in supermarkets or online, there’s years of entrenched behaviours.” This means Gousto needs to “give them really compelling reasons and motivating them to give it a try – that’s a more powerful way to look at the sector”.
Why Work with Us
Top Quality and Well-Researched Papers
We always make sure that writers follow all your instructions precisely. You can choose your academic level: high school, college/university or professional, and we will assign a writer who has a respective degree.
Professional and Experienced Academic Writers
We have a team of professional writers with experience in academic and business writing. Many are native speakers and able to perform any task for which you need help.
Free Unlimited Revisions
If you think we missed something, send your order for a free revision. You have 10 days to submit the order for review after you have received the final document. You can do this yourself after logging into your personal account or by contacting our support.
Prompt Delivery and 100% Money-Back-Guarantee
All papers are always delivered on time. In case we need more time to master your paper, we may contact you regarding the deadline extension. In case you cannot provide us with more time, a 100% refund is guaranteed.
Original & Confidential
We use several writing tools checks to ensure that all documents you receive are free from plagiarism. Our editors carefully review all quotations in the text. We also promise maximum confidentiality in all of our services.
24/7 Customer Support
Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.
Try it now!
How it works?
Follow these simple steps to get your paper done
Place your order
Fill in the order form and provide all details of your assignment.
Proceed with the payment
Choose the payment system that suits you most.
Receive the final file
Once your paper is ready, we will email it to you.
No need to work on your paper at night. Sleep tight, we will cover your back. We offer all kinds of writing services.
No matter what kind of academic paper you need and how urgent you need it, you are welcome to choose your academic level and the type of your paper at an affordable price. We take care of all your paper needs and give a 24/7 customer care support system.
Admission Essays & Business Writing Help
An admission essay is an essay or other written statement by a candidate, often a potential student enrolling in a college, university, or graduate school. You can be rest assurred that through our service we will write the best admission essay for you.
Our academic writers and editors make the necessary changes to your paper so that it is polished. We also format your document by correctly quoting the sources and creating reference lists in the formats APA, Harvard, MLA, Chicago / Turabian.
If you think your paper could be improved, you can request a review. In this case, your paper will be checked by the writer or assigned to an editor. You can use this option as many times as you see fit. This is free because we want you to be completely satisfied with the service offered.