ABOUT

Last year, as summer approached and the weather got better, Gousto faced a challenge: a dip in home cooking. With customers distracted by bank holidays and summer plans, their orders would become less frequent.

Previous campaigns proved that a single, static theme didn't offer enough variety to keep customers interested for a full month, so the mission was to create a four-week campaign that offered enough newness to stop the summer slump and give customers a reason to choose Gousto over dining out.

To capture the attention of our customers, we wanted to drive summer dining excitement by taking them to a fully immersive dining experience, from the comfort of their own homes.

So we kicked things off with a deep dive into concept development. From a Street Food Festival (which felt premature for a May launch) to Flavour Lane: The Ultimate Food Crawl (which felt too fragmented), we explored a bunch of ideas before ultimately landing on Foodtopia: The Food Hall of Your Dreams. This allowed us to build a premium, cohesive world while giving each ‘stall’ its own unique branding and messaging.

Over the course of 4 weeks, they would explore epic food hall favourites that brought the energy and flavour of an outdoor festival, straight to their dinner table. Whether they wanted crispy fries, loaded with all the best toppings or smoky, sizzling grilled chicken shawarma — they could get it all at Foodtopia.