Plant-based food brand Gosh! has unveiled The 37 Minute Lunch Club, a new initiative aimed at encouraging workers to take their lunch break.
Crafted by Capture Communications, the marketing drive forms part of the firm’s ‘Surprisingly Just Veg’ campaign.
At the centre of the work is the G.O.S.H Pledge, which stands for “Get Up & Get Out, Optimise Your Health, Self-Love and Hit 30 Plant Points”, highlighting the benefits of taking a break during the working day.
It comes as research commissioned by the brand showcased just 36% of full-time employees took a lunch break every day. The data also highlighted that 13% of respondents only took a break once a week.
Gosh! nutritionist Laura Tilt believes the ideal time for a break is 37 minutes, long enough to eat, move around and mentally recharge.
She said: “We’re a nation that’s pretty bad at taking lunch breaks – and when we do, they’re often rushed or spent in front of a screen while continuing to work. But stepping away for a proper pause can help restore energy, sharpen focus, and reduce stress levels. Lunch also provides an opportunity to refuel the body.
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“A well-balanced, nutritious lunch supports steady energy throughout the afternoon and provides a chance to top up on important nutrients like fibre, which 9 in 10 of us aren’t eating enough of. Lunch deserves more than five minutes at your desk – Gosh!’s 37 Minute Lunch Club is a great initiative to help people prioritise their break, eat well, and feel better for it.”
Consumers who sign up to the pledge via the company’s website will be entered into a prize draw for a summer bundle.
To support the pledge, the brand has unveiled a ’37-Minute Lunch Club’ pop-up in Fitzrovia. Visitors to the experience will be asked to put their phones away and be served with a menu offering of their choice.
“Brits are skipping lunch – and it’s showing,” says Caroline Hughes, Marketing Director at Gosh! “Our research found that two thirds of British workers don’t take their full lunch break every day, yet nearly half still say it’s essential for their wellbeing.
“With this campaign, we want to challenge the ‘always-on’ culture and show that even just 37 minutes away from your desk – with the right fuel – can make a huge difference to your energy, mood and productivity. Our nourishing Gosh! Falafels are designed to make that time count – delicious, plant-based, and ready when you are.”
The marketing drive will also run across out-of-home, influencer content and owned channel social activity. JAA Media handled media buying for the project.
