How Gousto Rewrote the Recipe for DTC Growth

Client: Gousto

By 2017, Gousto was the challenger in the UK's recipe kit market. HelloFresh held 32% brand awareness and 55% category share, while Gousto had just 11% prompted awareness and 13% category revenue share.

Most DTC brands follow the same playbook: optimise performance media, chase the next conversion and build the brand later. We believed the opposite. So instead of following the category playbook, we set out to rewrite it. Our ambition was to build a media strategy that created demand long before it was captured growing awareness, improving customer quality and making every future media pound work harder.