Gousto
Wild Buns

BTL Campaign

One for the kitchen rebels and flavour chasers. Gousto wanted to launch a limited edition range of burgers that defied customers' expectations of what the classic diner dish could be. They joined forces with 5 partners from Manilife Peanut Butter, to Gousto fan-favourite Henderson's Relish, and of course, the iconic Marmite. This resulted in a range of adventurous recipes from a peanut butter and jam combo to a Marmite-fried chicken burger. 

And so, the Wild Buns were born. A crew of burgers with a rebellious tone of voice and look & feel that echoes visual cues of gritty burger joints. Each week a new burger was released on the menu and customers were dared to try them all.

The campaign generated 40 pieces of coverage (+54% vs KPI), it was the best performing range over the 6-month period, and was the highest performing limited edition range Gousto launched to date.