Direct-to-consumer meal retailer Gousto has unveiled a festive period spot set to his screens on Christmas Day as part of wider integrated brand campaign to follow.
Developed by creative agency Mother London, the playful 60-second spot breaks the fourth wall as the period characters on TV interact with a couple cooking a Gousto meal at home, barely unable to contain their admiration for the food on display.
“Over the past few years the question of ‘what’s for dinner?’ has been overshadowed by ‘what shall we watch?’ in many households,” Mother head of strategy, Matt Tanter said.
“With modern life seeing us slumped on the sofa, Netflix and an uninspiring bowl of whatever. ‘Steal the show’ wants to put dinner back at top billing for the evening’s line-up with Gousto’s unrivalled selection of easy-to-cook recipes, quite literally, stealing the show.”
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Running for 18 weeks months, the 60-second spot will be supported by a variety of assets across out-of-home, digital and radio promoting Gousto recipes in mock film-trailer style. Media planning and buying was handled by London firm The7stars.
Gousto vice-president brand of insights and strategy, Anna Greene added: “A Gousto dinner is something to get excited about, any day of the week, and we wanted to bring that excitement to life in our campaign.
“‘Steal the show’ is giving dinner its rightful place back as the evening’s headline attraction and getting people to turn their attention away from the telly. This isn’t just about winning in the recipe box category, we’re staking our claim on dinnertime.”
