A story about change.
And how it can be tasty.
The setup
It was 2023. We all know the script.
Plant-based food had moved past its difficult ‘brussel sprout phase’ (definitely good for you, not yet worth stomaching the fart flavour for).
But now faced an even bigger challenge.
Competition.
Sales had started to dip as the market ballooned and distribution became an issue, and this once hot little potato had started to cool.
How could we inject some new life into this fabulous veggie brand?
The aim
Help people to think of Gosh! as a flexible, healthy and easy meal option ✔️
Increase brand awareness with a completely ownable campaign ✔️
Convert that moment of consideration into cold, hard, delicious sales ✔️
The masterplan
Veggie and vegan food hasn’t always been fun. Nor has its advertising.
Long before the pun-glorious days of ‘Notzarella’ and ‘I Am Nut OK’, brands were a little bit too serious. A bit unapproachable.
In a prior campaign for Gosh! we’d already proven that by easing up and having a laugh, we could actually improve their ROAS.
Now it was time for the difficult second album.
We sensed an opportunity too delicious to miss. The chance to own an important everyday occasion by positioning Gosh!’s 100% natural range as the perfect addition to work and school lunchboxes – healthy, tasty and flexible.
Across OOH, print and social channels we brought Oh My Gosh! back into the UK’s lunchtime rotation and helped make them sell like falafel hotcakes.
Bish, bash, Gosh!
18.4M
Impressions
130%
YoY increase in view through rates (Youtube)
52%
YoY increase in sales
