Dinner reclaims its right to be the primetime event of the evening again in Mother London’s second instalment of Gousto’s Steal the Show brand campaign.
The new 60-second spot continues the theme of masquerading as a blockbuster, showing scenes from a courtroom drama in which the dramatic performances on screen are overshadowed by the gastronomic marvel in the real world kitchen beyond the TV.
Oli Rimoldi & Anthony Montagne, creative directors at Mother, commented, “Over the past few years, the question of ‘what’s for dinner?’ has been overshadowed by ‘what shall we watch?’ Gousto’s Steal the Show campaign gives dinner its rightful place back as the evening’s headline attraction. This second blockbuster TV commercial of this campaign plays out as a courtroom drama in which the dramatic performances on screen are overshadowed by the gastronomic marvel in the kitchen beyond the TV, interrupting the impassioned speech of the defence attorney.”
Anna Greene, VP brand, insights & strategy at Gousto, added,“Gousto brings unrivalled choice and culinary inspiration to kitchens up and down the UK. With over 250+ show-stopping recipes to choose from every month – the latest instalment of our ‘steal the show’ campaign proves even the heat of courtroom drama is no match for the culinary delights happening in the kitchen. Gouso isn’t just winning in the recipe box category, we’re staking a claim on being the UK’s most loved way to eat dinner.”
The hero commercial is supported by OOH, with cinematic photography and entertainment language to elevate dishes as the headline act of the evening, running alongside radio that promotes specific Gousto dishes like movie trailers.
The fourteen-week campaign, planned by media agency, the7stars, kicks off on TV before it extends to a broader range of media channels, including a multi-channel AV approach, full-funnel social and a radio campaign optimised through 2023 structured tests. In a new addition this year, Gousto uses Nextdoor to pinpoint and engage with local communities and form data-supported out-of-home (OOH) that reaches Gousto’s core audience during their daily commute.
Credits
Creative Agency: Mother London
Strategy: Mother London
Creative: Mother London
Production agency (TV): Arts & Sciences
Directors: Tim McNaughton of The Bobbsey Twins from Homicide
Media Agency: the7stars
