Recipe box brand Gousto is launching a major new advertising campaign aimed at targeting supermarket customers and stealing market share from the grocery giants.
Gousto said the new ‘convenience without compromise’ campaign “challenges the broken and outdated grocery model” which it said is “no longer fit for modern day lives”.
The new campaign will go live today and promises shoppers that “they can have it all: variety, health, taste and convenience, with none of the stress or compromise that comes with supermarket shopping”.
The new advert will run on ITV1 tonight from 8pm and on Channel 4 from 9pm. Gousto said it would look to align the new ad messaging with “lifestyle programming such as Cooking with the Stars.
“We believe people shouldn’t have to choose between convenience, taste, variety, or health; they can have it all,” said Gousto chief customer officer Murray Lambell.
“This is about freeing people from the stress and compromise of grocery shopping and giving them back some mid-week peace.
“The traditional grocery model is broken. We’re challenging deeply ingrained grocery habits and proving that there is a better way to plan, shop, and cook dinner. Gousto offers the solution to convenience without compromise with a huge menu of customisable and chef-curated recipes, high-quality fresh ingredients, and doorstep delivery that removes the stress of meal planning and supermarket shopping.
“It’s still Day 1 for Gousto, with huge headroom for growth as we set our sights on winning share from the supermarkets.”
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