Recipe box firm Gousto is looking to expand beyond its category to take on the UK’s supermarkets with the launch of a new brand positioning and campaign.

Developed by London-based creative agency Mother, ‘Dinner Peace’ will be centred around a playful 30-second clip that contrasts the “chaos” of supermarket shopping with the “calm” of using Gousto.

The creative will look to mark a shift in tone for the brand, rooted in cultural relevance and aimed at disrupting traditional grocery to drive reappraisal of Gousto as the “most convenient” way to enjoy quality home-cooked meals.

“We believe people shouldn’t have to choose between convenience, taste, variety, or health; they can have it all,” said Murray Lambell, chief customer officer at Gousto.

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“This is about freeing people from the stress and compromise of grocery shopping and giving them back some mid-week peace.”

Breaking today (18 August), the ad will run across “high-impact” TV spots, first appearing during Coronation Street on ITV1 from 8pm and Celebrity SAS: Who Dares Wins on Channel 4 from 9pm. Media planning and buying was handled by The7stars.

Lambell added: “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.”