Gousto
The Hungry Traveller

BTL Campaign

Creative lead for Gousto’s January 2023 limited range and accompanying BTL campaign, The Hungry Traveller. Art directing 20 individually styled dishes that would appear on the menu over four weeks, storyboarding five organic social videos, plus the design of several other assets. This was Gousto’s most ambitious and complex BTL campaign to date.

A departure from the familiar healthy start to the New Year, the idea was to celebrate global cuisine, alongside a Culinary Concierge, who would tease what delicious recipes / destinations would be available on the menu each week. The concept ran across multiple customer touchpoints, from print to digital and social. Depending on the channel’s requirements, we dialled up and down our use of the Culinary Concierge, leading with the food where it made more sense.

The campaign won gold for Inside Out’s Best Project 2023, and bronze for Creative Pool’s Annual 2023 Integrated Campaign Award.