/ Audience Profiling
/ Big Idea
/ Media Buying
/ Media Planning
/ Product Design
about this project
The Brief – Gosh! is a chilled vegan food brand. All natural and all plant-based, which felt appropriate to this brief!
Their ambition was three-fold
Help people transition to a plant-based diet
Make their plant-based food more readily available outside of the ‘world foods’ and ‘kosher’ shelves
Become a brand that has a PoV, one that is a leading voice in the world of responsible eating
Extra packs sold to NEW-to-plant-based customers (non-switches)
Growth YoY (ahead of category of 29%)
Extra packs sold incrementally to people buying competitor brands as well
How we changed perceptions - There are (at least) 500,000 more people eating plant-based food as a result of our combined communications, product packaging advice and strategy.
But, that’s exactly as it should be and All Perfectly Natural