How Gousto Advertises on Meta

# Ad summary An image ad featuring a chicken sandwich and an offer for 50% off the first box of a meal kit subscription. # Brand positioning The brand presents itself as a provider of bold recipes with fresh ingredients that are quick to prepare. It aims to occupy the space in the consumer's mind as a convenient way to enjoy restaurant-quality meals at home. The brand promotes a lifestyle of enjoying delicious, home-cooked meals without the hassle of extensive prep work or long cooking times. It pushes against the norm of overly complicated recipes and long ingredient lists, focusing on simplicity and efficiency. The brand positioning is both functional, offering convenience and speed, and emotional, providing the satisfaction of creating and enjoying a flavorful meal. # Product The featured product is a meal kit delivery service that provides customers with recipes and pre-portioned ingredients to create home-cooked meals. The ad showcases a chicken sandwich recipe as an example of the meals offered. The product is for individuals or families who want to enjoy bold, fresh, and flavorful meals without the time and effort of meal planning and grocery shopping. The ad copy, "Give dinner a wake up call with bold recipes, packed with fresh ingredients and ready in a flash," highlights the key benefits of the service. One barrier addressed is the perception that cooking can be time-consuming and difficult, which the service aims to overcome by providing pre-portioned ingredients and easy-to-follow recipes. The ad aims to persuade viewers that the product is worth trying by highlighting its convenience, freshness, and bold flavors. # Visual style The ad features a high-quality, studio-shot image of a visually appealing chicken sandwich. The image is well-lit, with a shallow depth of field that focuses attention on the sandwich. The color palette is warm and inviting, with a mix of greens, pinks, and browns. The typography is clean and modern. The overall style is designed to be eye-catching and appetizing, suitable for capturing attention in a social media feed. # Hooks Headline: NOW SERVING: SPRING # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by announcing "NOW SERVING: SPRING" to communicate the availability of seasonal recipes, letting the audience know that the brand is in charge of serving up what's fresh. - A close-up shot of a fully assembled chicken sandwich is shown. It's meant to display the visual appeal of the brand's recipes from the brand's point of view. - A red badge appears on the left side of the sandwich, displaying a "50% OFF first box" offer. This incentivizes the viewer to purchase, from the brand's perspective. - The ad concludes with the statement, "Give dinner a wake up call with bold recipes, packed with fresh ingredients and ready in a flash." to highlight the benefits of the product, from the brand's point of view.

# Ad summary An image ad for a food delivery service highlighting the availability of fresh, spring-themed flavors, and offering 50% off the first box with next day delivery. # Brand positioning The brand is presented as a convenient service that delivers fresh, flavorful recipes directly to the customer's door. It positions itself in the market as a provider of seriously fresh flavors with seasonal offerings, as indicated by the emphasis on 'spring' and 'fresh'. This caters to individuals who want to enjoy high-quality, tasty meals without the hassle of extensive meal planning or grocery shopping. The brand aligns with values of convenience and seasonal eating, potentially appealing to health-conscious individuals. # Product The featured product is a meal kit delivery service, where customers can choose recipes to be delivered to their door. The service appears to offer a variety of different meals, as shown by the four different dishes pictured. All meals appear to feature fresh ingredients. The ad specifies 'seriously fresh flavours delivered to your door'. One USP is the convenience of having all the ingredients and recipes delivered, saving time on meal planning and shopping. The service also addresses the barrier of meal variety by showcasing different recipes, presumably allowing the customer to tailor their box to their preferences. # Visual style The visual style employs a clean, modern aesthetic with an emphasis on fresh, seasonal dishes. The composition is a quadrant grid format, with the dishes placed on plates that are pink, red, and green. The plates are contrasted with the dark gray background to highlight the food. The dishes look to be photographed from above, and the lighting appears natural and appetizing. The typography is simple and legible, complementing the modern design. Overall, the visual style aims to capture attention and convey a sense of quality and freshness. # Hooks Headline: SPRING IS IN SESSION # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by announcing that "SPRING IS IN SESSION," to capture the audience's attention and signal that the brand is offering a new, seasonal menu. This is told from the brand's perspective, introducing the theme of the advertisement and piquing interest in the spring flavors. - The ad highlights the ease of the service with the text, "Just pick your recipes and you'll get some seriously fresh flavours delivered to you door." This is delivered from the brand's perspective, emphasizing how convenient and fresh the service is for the customer. - The ad concludes by offering "Get 50% off your first box" with "Next day delivery available" in order to incentivize immediate action and address any concerns about cost or delivery time. This is shown from the brand's perspective, providing a clear call to action with a limited-time offer.

# Ad summary This ad for a meal kit delivery service highlights fresh, seasonal ingredients in easy-to-cook recipes delivered to the customer's door, and encourages viewers to try the first box at a 50% discount. # Brand positioning This meal kit delivery service provides fresh, homegrown ingredients and easy-to-cook recipes delivered directly to the customer's doorstep. The brand focuses on simplifying the cooking process by providing pre-portioned ingredients and simple recipes that save time and effort. The service emphasizes the use of high-quality, seasonal ingredients, implying a commitment to freshness and flavor. It aims to be an accessible and convenient solution for home-cooked meals without the hassle of meal planning or grocery shopping. # Product The product is a meal kit delivery service featuring fresh, homegrown ingredients and easy-to-cook recipes delivered to the customer's door. The service emphasizes seasonal ingredients to create flavorful meals. The ad highlights the convenience of having recipes and ingredients delivered directly to the customer. The product is designed for individuals and families looking to enjoy home-cooked meals without the complexities of meal planning and grocery shopping. # Visual style The ad has a bright, clean, and inviting visual style. It features a close-up shot of a meal in a pink bowl, highlighting the fresh ingredients. The colors are vibrant, with a focus on the pink bowl, red discount square, and green herbs. The lighting is soft and natural, enhancing the appeal of the food. The composition is balanced, with the bowl in the center and complementary elements around it. The overall style is modern and appetizing, fitting for a meal kit delivery service targeting home cooks. # Hooks Headline: SPRING ON THE FLAVOUR # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a visually appealing shot of a meal made with fresh ingredients, suggesting a high-quality, flavorful dish. This aims to capture the viewer's attention by showcasing the enticing end result of using the meal kit service from a brand perspective. - The ad emphasizes the seasonal aspect of the ingredients with the phrase "SPRING ON THE FLAVOUR," implying that the meal kits use fresh, seasonal produce and other ingredients. This aims to entice the viewer with the promise of vibrant, seasonal flavors and ingredients from a brand perspective. - The ad assures the viewer that the ingredients are homegrown and the recipes are easy to cook and are delivered to the customers door. This aims to persuade the viewer that the meal kit service is convenient and accessible from a brand perspective.

# Ad summary This image ad promotes a meal kit delivery service, featuring a pasta dish with spring ingredients and offering a 50% discount on the first box. # Brand positioning This ad positions the brand as a provider of convenient, seasonal meal solutions. It offers a way to "brighten up your dinners" with "perfectly portioned spring ingredients," appealing to those seeking easy and tasty meal options. The focus is on freshness and convenience, which may appeal to busy individuals or families looking for a quick but quality dinner. # Product The product is a meal kit featuring pasta. The pasta is coated in a green pesto-like sauce and topped with ingredients that are implied to be seasonal based on the callout to "spring ingredients". The pasta has toppings like small white cubes of cheese, green beans, and roasted seeds. The ad emphasizes convenience by offering "perfectly portioned" ingredients to solve the problem of shopping and measuring. # Visual style The ad features a bright, high-quality studio shot with a flatlay composition. The image is well-lit, with a focus on highlighting the colors and textures of the food and props. The color palette is warm and inviting, featuring pinks, greens, and tans. The ad’s design is clean and modern, with a focus on showcasing the food and its seasonal ingredients. # Hooks Headline: DINNER'S IN FULL BLOOM # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with an appetizing image of a pasta dish with pesto-like sauce and spring ingredients. This is designed to immediately capture the viewer's attention with the visual appeal of the meal, from the brand's POV. - Next, the ad highlights the headline, “DINNER’S IN FULL BLOOM”, drawing viewers in with a seasonal theme and visual pun. This is designed to create a sense of excitement and freshness around the idea of dinnertime, from the brand's POV. - Then, the ad shows a 50% discount offer on the first box, incentivizing viewers to try the meal kit. This is intended to address purchase barriers by making the initial trial more affordable, from the brand's POV. - Lastly, the ad ends by highlighting the core value proposition: convenience and quality with the phrase: "Brighten up your dinners with perfectly portioned spring ingredients." This is designed to show the viewer the benefits of the meal kit, from the brand's POV.

# Ad summary The ad shows how Gousto can allow viewers to create the same dishes as grocery store ingredients for cheaper. # Brand positioning Gousto is a meal kit delivery service focused on providing pre-portioned ingredients and recipes to customers so that they can easily prepare home-cooked meals. Gousto aims to simplify the cooking process and reduce food waste by delivering only the necessary ingredients for each recipe. The brand promotes convenience and affordability compared to traditional grocery shopping and meal preparation. # Product Gousto provides pre-portioned ingredients and recipes for home-cooked meals, offering a convenient alternative to traditional grocery shopping and meal preparation. The service delivers the exact amount of each ingredient needed for a specific recipe, reducing food waste and simplifying the cooking process. The ad highlights the affordability of Gousto meals, noting that the cost per meal is lower than purchasing individual ingredients from the supermarket. Key features include pre-portioned ingredients, a variety of recipes, and delivery directly to the customer's door. The ad emphasizes the convenience of not having to trek to the supermarket and the ease of cooking with Gousto's meal kits. It also provides an offer of 50% off the first box, making it an attractive option for new customers. # Visual style The ad has a bright, clean aesthetic, combining UGC-style shots with professional close-ups of food dishes. The editing features quick cuts and smooth transitions, enhancing the pacing and visual appeal. The overall production quality feels like a hybrid between a user-generated video and a polished commercial, making it relatable and credible. The pacing is brisk, and cuts often sync with voiceover lines. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The video opens with a shot of a packet of king prawns being held in a supermarket, labeled at £4, which immediately sets the stage for comparing the cost of individual ingredients versus a complete meal from Gousto. - 00:01–00:05 00:01–00:05: A woman stands in her kitchen, preparing a dish with Gousto. The speaker states, "You must be joking. I can whip up a whole dinner with Gousto for less than that," establishing the central argument that Gousto offers better value than buying individual ingredients. - 00:05–00:08 The ad visually highlights the Creamy King Prawn Linguine With Tomatoes & Chilli recipe, as well as a shot of the finished product, and the price, like this King Prawn, Garlic and Chilli Linguine, to further demonstrate the variety and quality of meals available through Gousto. - 00:09–00:14 The ad then focuses on the convenience factor, emphasizing that with Gousto, "No more supermarket treks," and "Everything was delivered to my door, pre-portioned and ready to cook," which shows the ease and time-saving benefits of the service. - 00:14–00:17 00:14–00:17: A finished Gousto dish is displayed as the narrator emphasizes the overall value proposition: "That's a whole meal for less than the price of one ingredient at the supermarket," solidifying the cost-effectiveness message. - 00:17–00:19 The ad ends with a vibrant display of various Gousto meals, paired with the compelling offer of "50% off your first box, Next day delivery available," with the sign-off: "It's a no-brainer!"

# Ad summary A woman shows off the Gousto Classic Fakeaways range as a healthier, cheaper, and faster alternative to traditional takeaways. # Brand positioning Gousto is presented as a solution for busy individuals who struggle to find time to cook healthy and affordable meals. It is positioned as an alternative to expensive and unhealthy takeaways, offering a convenient, cost-effective, and nutritious option. The brand aligns with the values of saving time and money without compromising on health and taste, pushing against the norm of relying on less healthy, readily available food when time is short. The brand positioning is functional, emphasizing simplicity, affordability, and health, making it appealing to those seeking a practical approach to meal preparation. # Product Gousto’s Classic Fakeaways range is presented as a meal kit alternative to traditional takeaways. It is designed for individuals with busy schedules who want a healthier, cheaper, and faster meal option. The ad explicitly states that these meal kits are cheaper than Deliveroo and can be ready in under 30 minutes, directly addressing the purchase barriers of cost and time. The featured product is a flatbread sandwich made with a tomato-based sauce, chicken, tomatoes, and yogurt. The ad highlights that Gousto offers a convenient way to enjoy delicious meals without the drawbacks of expensive and unhealthy takeaway options. The Classic Fakeaways range seems to consist of various recipes that replicate takeaway favorites. # Visual style The ad features a bright and simple visual style with a focus on the food product. The editing is straightforward, with static shots emphasizing the step-by-step assembly of the sandwich. The production quality is clean, suggesting a well-produced commercial. The pacing is moderate, aligning with the voiceover, creating a cohesive audio-visual experience. The camera is static and focused on the product. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Order now at gousto.co.uk # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with a shot of flatbread on a cutting board. - 00:01–00:02 00:01–00:02: The narrator introduces the problem of cooking dinner with a busy schedule, stating it can feel impossible, setting up the pain point that the product will address. This is told from the perspective of a busy person who wants a home-cooked meal. - 00:02–00:06 00:02–00:06: She continues by noting that most nights result in another expensive and unhealthy takeaway. This reinforces the pain point, told from a user’s perspective as the shots show the woman assembling the flatbread. It implies a tone of frustration. - 00:06–00:09 00:06–00:09: The narrator reveals the solution: switching to Gousto’s Classic Fakeaways range, signaling the shift from problem to solution, framed from the product's benefits. - 00:09–00:11 00:09–00:11: The woman states the benefits, highlighting that it’s cheaper than a Deliveroo and ready in under 30 minutes. This is told from the perspective of a satisfied customer, using a tone of enthusiasm. She finishes constructing the flatbread. - 00:11–00:14 00:11–00:14: The ad concludes with a call to action, encouraging viewers to order now for 50% off their first box and next-day delivery. This is from the brand’s perspective and includes the brand logo and brand colors. The ad maintains a tone of encouragement.

# Ad summary The ad features Bjorn cooking a chicken gyros Greek style feast. He is joined by a male friend who he makes the meal for. Bjorn asks for the camera at the end and shares the food is solid. # Brand positioning The brand is presented as a convenient cooking solution for individuals or families who want to enjoy delicious meals at home without the hassle of extensive meal preparation. It caters to people who appreciate diverse flavors and cuisines and the brand aligns itself with a lifestyle that values both convenience and culinary exploration. The brand seems to push against the notion that cooking always has to be a time-consuming or complicated process. The brand offers a functional benefit by providing easy-to-prepare meal kits and also an emotional one by encouraging viewers to have fun in the kitchen. # Product The product featured in the ad is the chicken gyros Greek style feast. It's a meal kit designed for easy preparation at home. It includes pre-portioned ingredients and step-by-step instructions to make cooking more accessible and convenient. The kit appears to contain seasoned chicken, dried oregano, vegetables, sauces, and flatbreads, allowing consumers to create an authentic Greek-inspired dish in their own kitchen. The product is suitable for anyone who enjoys Greek cuisine but may not have the time, skills, or desire to source ingredients and cook from scratch. The ad addresses the purchase barrier of perceived complexity by showcasing how easy it is to assemble the meal. # Visual style The ad has a polished aesthetic with a modern, clean feel. The editing style is quick with jump cuts to keep a fast pace. The production quality is high, but it also maintains a UGC feel with the creator speaking directly to the camera. The cuts are not timed to the music beats or voiceover lines. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with the creator dancing in his kitchen. - 00:01–00:12 00:01–00:12: The creator introduces himself, states that they are cooking today, and admits he doesn’t cook all the time. - 00:12–00:18 00:12–00:18: The creator shows the meal kit and all the products needed to prepare the dish. - 00:18–00:20 00:18–00:20: He expresses his dislike for the smell of raw meat and then proceeds to prepare the chicken by adding it to a bowl, drizzling it with oil, and mixing it. - 00:20–00:24 00:20–00:24: He places the chicken on a baking sheet and puts it in the oven, then asks, "Why is there potatoes in there?" - 00:24–00:28 00:24–00:28: The creator begins to prep the vegetables while the second male is seen at the stove. - 00:28–00:34 00:28–00:34: The meal is constructed and prepared. - 00:34–00:37 00:34–00:37: The creator is shown eating the meal and wrapping it up. - 00:37–00:39 00:37–00:39: The second male is shown eating the meal. - 00:39–00:40 00:39–00:40: The creator says, "I’m saying solid."

# Ad summary This ad showcases Gousto's Classic Fakeaways as a solution for busy individuals who struggle to find time for healthy and delicious meals. It positions the brand as an alternative to relying on ready meals and offers a home-cooked option that can be prepared in under 30 minutes. # Brand positioning Gousto is presented as a brand that offers a convenient and healthier alternative to ready meals and takeaways, positioning itself as a solution for busy individuals seeking quick, delicious, and home-cooked meals. The brand promotes the values of freshness, speed, and convenience, aligning with a lifestyle that prioritizes both health and time-saving. It pushes against the norm of bland and boring microwave meals, and expensive takeaway options, offering a middle-ground solution that is both affordable and flavorful. Gousto's positioning is both functional (convenience, speed) and emotional (satisfaction, enjoyment). The Classic Fakeaways menu provides a variety of takeaway favorites that can be easily prepared at home. # Product Gousto's Classic Fakeaways menu is a meal kit service offering fresh, quick, and delicious takeaway favorites that can be home-cooked in under 30 minutes. The menu includes a variety of options such as Sweet and Sour Tofu, Southern Fried Chicken, and Pepperoni Pizza. These meal kits offer real takeaway flavors without the high cost and are designed for individuals with busy schedules who want to enjoy healthy and flavorful meals without spending a lot of time in the kitchen. The service addresses the purchase barrier of time and convenience, offering a solution that is both quick and easy to prepare. The meal kits come with fresh ingredients and easy-to-follow recipes, making it simple to create restaurant-quality meals at home. # Visual style The ad has a clean and bright aesthetic with a focus on natural lighting and a polished commercial feel. The editing style features quick cuts and smooth transitions to maintain a consistent rhythm. The pacing is moderate, with approximately 15 cuts per minute. The visual style supports the intended tone of convenience and deliciousness, appealing to a modern audience. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Order now for 50% off your first box! # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 00:00–00:02 - Two women are preparing meals, one a ready-made pizza and the other is preparing a pizza from scratch. - The ad poses a question to the viewer about whether they're still relying on ready meals and suggests upgrading their dinner game. - The perspective is from the brand, aiming to introduce the problem and solution. - The tone is casual and conversational, setting the stage for the ad's message. - 00:02–00:10 00:02–00:10 - A woman is shown working at her desk, looking stressed. Cut to her placing a container of microwave noodles in a microwave. - The woman explains how, with a busy schedule, eating healthy feels impossible, and most nights consist of bland and boring microwave meals. - This is told from the woman's perspective, highlighting the frustration of not having time to cook healthy meals. - The tone is relatable and empathetic, resonating with viewers who face similar challenges. - 00:10–00:15 00:10–00:15 - The woman is seen preparing and enjoying a Gousto pizza. - The woman explains that she switched to Gousto's Classic Fakeaways menu to alleviate this pain point, noting that Gousto offers fresh, quick, and delicious takeaway favorites. - The perspective shifts to the woman as a satisfied customer, showcasing the benefits of using Gousto. - The tone is positive and enthusiastic, highlighting the appeal of the product. - 00:15–00:24 00:15–00:24 - Montage of the woman preparing a variety of Gousto's meals, including sweet and sour tofu, southern fried chicken, and pepperoni pizza. - The ad highlights that Gousto meals can be home-cooked in under 30 minutes and offer real takeaway flavors without the cost. - The perspective is from the brand, showcasing the variety and convenience of the meal options. - The tone is informative and appealing, emphasizing the benefits of using Gousto. - 00:24–00:32 00:24–00:32 - The woman looks at the Gousto app on her phone, prepares her meal and takes a bite, smiles at the camera and presents the delivery box. - The ad concludes by urging viewers to ditch the ready meals and try Gousto's Classic Fakeaways, offering 50% off the first box and next day delivery. - The perspective is from the brand, providing a clear call to action and highlighting the offer. - The tone is encouraging and persuasive, aiming to drive immediate action from the viewer.

# Ad summary This ad promotes the Gousto recipe box service, emphasizing variety, flexibility, and affordability. It addresses the pain points of other recipe boxes, such as feeling repetitive, being too expensive, or not fitting into one's lifestyle. It highlights Gousto's large menu, flexibility with delivery and customizable recipes, and a price point from £3.20 per meal. # Brand positioning Gousto is presented as a modern, flexible recipe box solution aiming to be a refreshing alternative to other meal kit services. The brand positions itself as offering a vast menu and customizable options, contrasting with competitors that may have limited choices or rigid plans. The brand aims to be perceived as affordable and convenient, fitting seamlessly into busy lifestyles. The tone is playful and energetic, aligning with consumers who value variety and flexibility in their meal planning. Gousto aims to occupy the space of offering an accessible and exciting cooking experience without the hassle of traditional meal planning. # Product Gousto is a recipe box service that delivers pre-portioned ingredients and recipes directly to the customer's door, enabling home cooks to prepare a variety of meals with ease. The service is targeted towards individuals and families seeking diverse meal options, flexibility, and convenience. Gousto offers a large menu with over 175 chef-created recipes every week, addressing the common complaint of recipe box monotony. The ad highlights that Gousto is flexible, offering next-day delivery, one-off boxes, and customizable recipes, so people can change it to fit their lives. It solves purchase barriers by offering a low price point of £3.20 per meal, demonstrating affordability. # Visual style The ad has a bright, clean, and modern aesthetic with high production quality. The video uses quick cuts to showcase a variety of dishes, creating a sense of energy and excitement. The editing is timed to the music, enhancing the overall engagement. The visuals are well-lit with a focus on vibrant colors, emphasizing the freshness and appeal of the food. The ad combines UGC-style shots of meals being prepared and enjoyed with polished commercial elements. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Sign up now! # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:05 00:00–00:05 The ad starts with close-up shots of beautifully plated meals, paired with a voiceover questioning if the viewer is tired of recipe boxes that feel "samey," too pricey, or don't fit their life. This moment aims to resonate with viewers who are dissatisfied with existing meal kit services, establishing the problems Gousto intends to solve. The perspective is from the brand, identifying customer pain points. - 00:05–00:06 00:05–00:06 A woman is shown happily holding a Gousto box. The ad transitions to introduce Gousto as the solution with the tagline, "Time to switch to Gousto." The brand's perspective is that it offers a positive change from the generic meal kit service. - 00:06–00:09 00:06–00:09 The ad showcases more visually appealing dishes, emphasizing that Gousto has "the UK's biggest menu." The ad wants to promote variety and dispel the concern of repetitive meals, highlighting the brand's key differentiator from competitors. The ad shows a shot of the app where you can search for 'beef' recipes. - 00:09–00:12 00:09–00:12 The visuals include an array of diverse dishes, reinforcing the wide variety of options available. The text "over 175 recipes weekly" reinforces Gousto's extensive menu. The intended message is that with Gousto, customers will "never get bored again." The perspective is from the brand, showcasing the range of choices available to the customer. - 00:12–00:14 00:12–00:14 The ad highlights affordability by stating, "from just £3.20 a meal." The aim is to address the perception of recipe boxes being expensive, positioning Gousto as an accessible and budget-friendly option. The perspective is from the brand, directly addressing a purchase barrier. - 00:14–00:18 00:14–00:18 A woman is shown eating the shrimp pasta. Text on-screen is added, "It's flexible: -next day delivery -one-off boxes and customisable recipes." The ad now seeks to highlight flexibility with multiple options. The perspective shifts to show real or implied customers enjoying meals and showing off the products. - 00:18–00:20 00:18–00:20 A woman is shown eating while the offer "50% off your first box" appears on screen. The call to action "Sign up now!" encourages immediate action. The ad aims to convert viewers with an enticing offer and a clear prompt to subscribe.

# Ad summary A woman shares how Gousto helps her meet her protein goals with ease. She highlights the convenience, customization options, variety of meals, and delicious taste. # Brand positioning Gousto is presented as a convenient and customizable meal kit delivery service, providing fresh ingredients and recipes to help people achieve their health and wellness goals. The brand is positioned as a solution for those who want to eat well without the stress of meal planning and preparation. Gousto's Protein Hit range emphasizes high protein content and easy customization, catering to those looking to optimize their nutrition. The brand aligns with a lifestyle of health, convenience, and personalization, pushing against the norms of time-consuming meal prep and limited dietary options. # Product Gousto is a meal kit delivery service that provides fresh ingredients and easy-to-follow recipes, aiming to simplify meal preparation and help customers achieve their health goals. The ad highlights Gousto's Protein Hit range, which offers meals with up to 30 grams of protein, and the Double Protein Range, packing up to 70 grams of protein per meal. These meals cater to those looking to hit their protein targets effortlessly. The service offers customization options, allowing users to swap proteins and carbs on selected meals. Key USPs include convenience (no meal prep stress), high protein content, customizability, and next-day delivery. The ad addresses the barrier of time-consuming meal preparation, emphasizing that Gousto makes eating well stress-free and helps customers stay on track with their health goals. # Visual style The ad has a polished UGC aesthetic, with bright, natural lighting and a clean, modern kitchen setting. The editing style combines quick cuts with static shots, creating a dynamic yet easy-to-follow rhythm. The production quality is high, giving it a commercial feel while maintaining a relatable, user-generated vibe. The pacing is consistent, with cuts timed to voiceover lines and visual elements, enhancing the audio-visual sync. Recipe shots from within the Gousto app are displayed to show users the various choices they have when ordering with Gousto. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Fuel your health goals with Gousto! # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04 A woman holds up a plate of salad and explains that her 2026 goals start in the kitchen and that she's hitting her protein targets. - 00:04–00:06 00:04–00:06 She reveals that she does this without meal prep stress, as she opens a Gousto box. - 00:06–00:09 00:06–00:09 An overhead shot showcases an eggplant, mushrooms, and sweetcorn from Gousto. - 00:09–00:12 00:09–00:12 The ad shows two pieces of chicken being prepared with onions and herbs, claiming that Gousto gives up to 30 grams of protein per meal. - 00:12–00:16 00:12–00:16 She shows the Gousto app, highlighting the Chicken Caesar Salad with Yogurt Dressing option and that their Double Protein Range packs in up to 70g of protein per meal. - 00:16–00:20 00:16–00:20 The chicken is sliced and prepared. - 00:20–00:24 00:20–00:24 She shows a recipe for Slow Cooker Beef In Black Bean With Rice on the Gousto App and explains how you can swap protein and carbs on selected meals. - 00:24–00:26 00:24–00:26 The narrator plates the salad, stating that everything works exactly the way she wants it to. - 00:26–00:31 00:26–00:31 The speaker pours dressing on the salad, stating that it's taken the stress out of eating well and genuinely makes staying on track with her health goals so much simpler. She highlights that the salad has 68g of protein. - 00:31–00:36 00:31–00:36 She prepares another meal with chicken, broth, and vegetables and states, "The meals taste great, cook fast, and I can get a box delivered as soon as tomorrow." - 00:36–00:40 00:36–00:40 The final meal is plated and the ad closes with a call to action: "Fuel your health goals with Gousto" along with the offer of "50% off your first box" and "Next day delivery available".

# Ad summary This ad promotes Gousto, a service that delivers pre-portioned ingredients and easy-to-follow recipes to your door, focusing on their Buldak-inspired pasta dish. The ad features a woman cooking and enjoying the pasta, emphasizing the convenience, freshness, and flavor of the Gousto meal kit. The ad highlights the value proposition of having all ingredients delivered and the ease of making a delicious meal in minutes. # Brand positioning Gousto is presented as a convenient and innovative meal kit delivery service that focuses on making cooking easy and accessible. The brand aims to occupy the space of providing quick, flavorful, and hassle-free meal solutions for busy individuals and families. Gousto aligns with a lifestyle that values convenience, fresh ingredients, and culinary inspiration without the stress of meal planning and grocery shopping. Gousto differentiates itself from traditional meal planning by offering perfectly measured ingredients and easy-to-follow recipes, eliminating food waste and saving time. The brand positioning is both functional, emphasizing efficiency and simplicity, and emotional, promoting the joy of cooking and eating delicious meals without the usual effort. # Product The featured product is a Buldak-inspired pasta dish meal kit. The kit includes pre-portioned ingredients such as pasta, chicken, gochujang, chili flakes, tomato paste, cream cheese, corn, and cheese. The product is designed for individuals or families who want a quick and flavorful meal without the hassle of measuring ingredients or planning a recipe. The kit's USPs include the convenience of having all ingredients delivered to your door, the ease of following the provided instructions, and the use of fresh ingredients. The ad showcases cooking and eating occasions, emphasizing how the meal can be prepared in minutes. The kit addresses the purchase barrier of time and effort required for meal preparation by providing a complete solution with all components perfectly measured. The Gousto Buldak-inspired pasta dish aims to provide a party on your palette, offering a spicy, creamy, and flavorful experience. # Visual style The ad has a polished commercial aesthetic with a bright and inviting tone, using natural lighting and clear shots to showcase the food and cooking process. The editing rhythm employs quick cuts to maintain a fast pace and keep viewers engaged, with shots of ingredients being added and the final dish being prepared. The production quality is high, lending a professional feel to the content, which aims to reassure viewers of the brand's reliability. There are no prominent visual motifs. The cuts are often timed to align with the beat of the music or the emphasis of the voiceover, enhancing the rhythm and engagement. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:05 00:00–00:05 A close-up shot of the finished Buldak-inspired pasta dish with melted cheese is shown, followed by the narrator stating that this pasta is her new go-to midweek meal. The message is to convey that the dish is a convenient and delicious option for busy weeknights, creating intrigue and suggesting that it's quick and satisfying. The perspective is from the brand or a user who is presenting the pasta as a desirable meal option, with a tone of excitement and satisfaction. - 00:05–00:07 00:05–00:07 The narrator reveals that they've teamed up with Gousto to bring the recipe to the audience. The message is to introduce the partnership and highlight that Gousto is providing the meal kit, suggesting convenience and ease of access. The perspective is from the brand representative or a partner, creating anticipation for the product being offered. - 00:07–00:11 00:07–00:11 The ad transitions to showing the process of cooking the meal. It begins with chicken added to a pan and claims that dinner is on the table in minutes without the faff. This aims to demonstrate how quick and easy the meal is to prepare, addressing the common pain point of time constraints. The perspective is from a brand demonstrating a product and its ease of use. - 00:11–00:19 00:11–00:19 The ad continues to show ingredients being added to the pan to make the sauce, including gochujang, chili, and cream cheese. The intention is to emphasize the specific flavors and components that make the dish unique and delicious. This is told from the brand's perspective in order to show all ingredients. - 00:19–00:21 00:19–00:21 The ad displays pasta being added to the pan. This is to showcase how the ingredients come together and lead to the meal. - 00:21–00:26 00:21–00:26 The narrator continues to emphasize convenience, saying that Gousto measures everything out, and the ingredients are fresh. The intention is to highlight the quality and ease of Gousto's meal kits, addressing concerns about ingredient quality and preparation time. The perspective is from a brand representative highlighting convenient features. - 00:26–00:30 00:26–00:30 The ad shows the cheese being added to the pan before stating that one only needs to use the easy-to-follow instructions to make meals in minutes. The intention is to emphasize how quick and easy the meal is to prepare, addressing the common pain point of time constraints. The perspective is from a brand demonstrating a product and its ease of use. - 00:30–00:37 00:30–00:37 The ad presents the finished dish being prepared for serving and the narrator states that Gousto provides the ingredients to your door from £3.20 a meal. This aims to emphasize affordability and ease of access to the service. The perspective is from a brand providing value to its product.

# Ad summary This image ad promotes a meal kit service that provides five fresh meals for two people at a lower cost than a single takeaway meal. The ad features images of various meals and highlights the offer of 'One box, ten dinners' at a discounted price. # Brand positioning The brand is presented as a convenient and cost-effective solution for home-cooked meals, positioning itself as an alternative to expensive takeaways. It emphasizes freshness and value, suggesting a practical and budget-friendly approach to enjoying quality dinners at home. The brand aims to occupy a space in the consumer's mind as a provider of easy, healthy, and affordable meal options, appealing to those who want to avoid the high costs and potential unhealthiness of restaurant takeout. # Product The product is a meal kit service that provides pre-portioned ingredients and recipes for customers to cook fresh meals at home. Each box contains enough ingredients for five different meals, each designed to serve two people, totaling ten dinners. The service is positioned as a cost-saving alternative to ordering takeaway, offering the same number of meals for less money. The ad highlights the convenience and affordability of the meal kit, suggesting it addresses the common barriers of time, effort, and expense associated with cooking from scratch. # Visual style The ad features a clean and modern visual style with a focus on appetizing food photography. The layout is simple and direct, with clear typography and a consistent color scheme. The overall aesthetic is designed to be visually appealing and easy to understand, emphasizing the convenience and value of the meal kit service. # Hooks Headline: ONE BOX. TEN DINNERS. # Benefits - [object Object] # Features - [object Object] # Call to action Claim offer # Point of view - [object Object] # Storyline - The ad opens with a visual of various plated meals, immediately showcasing the variety and appeal of the meal kit service. This is from the brand's perspective, aiming to capture the viewer's attention with attractive food imagery and highlight the quality of the meals offered. - The central message emphasizes the value proposition: 'ONE BOX. TEN DINNERS.' This is communicated from the brand's perspective, clearly stating the quantity of meals provided in each box and setting the stage for the cost comparison. - The ad elaborates on the offer, stating, 'Cook up five fresh meals for two for less than the cost of one takeaway.' This is from the brand's perspective, reinforcing the cost-effectiveness and convenience of the meal kit service compared to ordering takeout. - The ad concludes with a 'Claim offer' call to action, prompting the viewer to take the next step and purchase the meal kit. This is from the brand's perspective, driving immediate engagement and conversion.

# Ad summary This ad for Gousto features a woman talking about how much she loves the meal delivery service. She highlights the wide variety of dishes to choose from every week, and that some can be prepared in 5 or cooked in 10 minutes. She says this gives her more time to spend with her kids before bedtime. The ad ends with a call to action to order now at gousto.co.uk for 50% off your first box. # Brand positioning Gousto is presented as a meal delivery service that offers a wide variety of dishes to choose from every week. The brand positions itself as a convenient solution for busy individuals, particularly parents, who want to enjoy home-cooked meals without spending excessive time in the kitchen. The brand emphasizes the quick and easy preparation of its meals, with some dishes ready in as little as 5 minutes. Gousto aligns with a lifestyle that values both convenience and quality, offering a functional solution for those seeking to balance their time and nutritional needs. The brand pushes against the norm of time-consuming meal preparation, offering a simpler, faster alternative. # Product Gousto is a meal delivery service that provides customers with a wide variety of dishes to choose from every week. The service offers quick and easy meal options, with some dishes that can be prepared in 5 or cooked in 10 minutes. The ad specifically mentions the Sweet Chilli and Sesame Chicken Udon as one of the customer's favorites. Gousto aims to save time for busy individuals, particularly parents, allowing them to spend more time with their kids before bedtime. The service addresses the purchase barrier of time-consuming meal preparation by offering a convenient and efficient alternative. # Visual style The ad has a polished, commercial aesthetic with natural lighting and a warm color palette. The editing style includes quick cuts to maintain a fast pace and keep the viewer engaged. The production quality is high, with clear visuals and smooth transitions, supporting the intended tone of convenience and quality. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Order now at gousto.co.uk for 50% off your first box Sign up today # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05: A woman expresses her love for Gousto, highlighting the wide variety of dishes available each week. This sets the stage by introducing the product and its key benefit of variety, from the perspective of a satisfied customer. The tone is enthusiastic and genuine, creating a positive first impression. - 00:05–00:10 00:05–00:10: The woman mentions that her favorites are the quick and easy dishes, like the Sweet Chilli and Sesame Chicken Udon. This builds on the previous point by focusing on the convenience aspect, showcasing a specific meal option. The perspective remains that of the customer, emphasizing personal preference and ease of use. - 00:10–00:14 00:10–00:14: She notes that some meals can be prepared in 5 or cooked in 10 minutes. This reinforces the time-saving benefit, providing a concrete detail that addresses a common pain point. The customer's perspective continues to drive the narrative, highlighting the practical advantages of the service. - 00:14–00:17 00:14–00:17: The woman concludes by saying that this gives her more time to spend with her kids before bedtime. This connects the product's benefits to a relatable emotional outcome, emphasizing the value of quality time with family. The customer's perspective is maintained, creating a sense of authenticity and resonance.

# Ad summary This ad promotes Gousto, a meal kit delivery service, featuring a woman preparing a steak night meal. The ad highlights the convenience and quality of Gousto's meal kits, emphasizing the variety of options and the ability to create restaurant-quality dishes at home. It includes a call to action to order now with a 50% discount on the first box. # Brand positioning Gousto is presented as a meal kit delivery service that offers a convenient and high-quality alternative to takeout. The brand aims to occupy the space of providing restaurant-quality meals that can be easily prepared at home. Gousto aligns with a lifestyle that values both convenience and gourmet experiences, updating their menu weekly to offer exciting and different options. The brand pushes against the norm of settling for quick, less satisfying takeout options, positioning itself as a way to 'treat us' with delicious meals. The brand positioning is both functional (convenience, variety) and emotional (satisfaction, gourmet experience). # Product Gousto is a meal kit delivery service that provides all the ingredients needed to prepare restaurant-quality meals at home. The product is for individuals or households who want to enjoy delicious, gourmet meals without the hassle of meal planning and grocery shopping. The ad specifically features a 21-day aged sirloin with truffle mac and cheese meal kit. Gousto updates their menu every week, offering a variety of exciting and different dishes. The unique selling proposition is the combination of convenience, quality ingredients, and diverse menu options. The ad addresses the purchase barrier of time and effort by providing everything needed in one easy box, allowing customers to 'treat us' without resorting to takeout. # Visual style The ad has a polished, commercial aesthetic with bright, natural lighting. The editing style includes quick cuts to showcase the ingredients and cooking process. The production quality is high, giving it a professional feel. The pacing is consistent, with cuts timed to the music and voiceover. The overall visual style supports the intended tone of convenience and quality. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Order now at gousto.co.uk for 50% off your first box Sign up today # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04: A woman stands in her kitchen, holding a Gousto recipe card and a Gousto box. She explains that Gousto knows how to do treat night, and she was craving a steak night. The message is that Gousto provides everything needed for a special meal. The story is told from the customer's perspective, with a friendly and enthusiastic tone. This sets up the premise of the ad. - 00:04–00:07 00:04–00:07: The camera shows the ingredients for the meal kit, including a sirloin steak. The woman states that the steak is a 21-day aged sirloin with truffle mac and cheese. The message is to highlight the quality of the ingredients. The story is told from the customer's perspective, with a tone of excitement. This builds anticipation for the meal. - 00:07–00:09 00:07–00:09: The woman is shown chopping tomatoes. She mentions that Gousto updates their menu every week. The message is to emphasize the variety of options available. The story is told from the customer's perspective, with a tone of enthusiasm. This reinforces the value proposition of the service. - 00:09–00:13 00:09–00:13: The video shows the steak being cooked in a pan, pasta boiling, and cheese being grated. The woman states that Gousto provides restaurant-quality dishes, and there is always something exciting and different. The message is to highlight the quality and variety of the meals. The story is told from the customer's perspective, with a tone of excitement. This showcases the ease of preparing the meal. - 00:13–00:16 00:13–00:16: The video shows the pasta being mixed with sauce and cheese, then placed in a baking dish. The woman states that now she can treat us, and doesn't just grab her takeaway app. The message is to position Gousto as a better alternative to takeout. The story is told from the customer's perspective, with a tone of satisfaction. This reinforces the value proposition of the service. - 00:16–00:19 00:16–00:19: The video shows the finished meal and a Gousto logo with a call to action. The text states 'Order now at gousto.co.uk for 50% off your first box' and 'Sign up today'. The message is to encourage viewers to try Gousto. The story is told from the brand's perspective, with a tone of urgency. This provides a clear call to action.

# Ad summary This ad features a close-up shot of a pot of spaghetti with tomatoes and broccoli, with a fork holding up a portion of the spaghetti. The text overlay states the price of the meal. # Brand positioning The brand is presented as an affordable option for a complete meal. The ad focuses on the low price point, suggesting that the brand aims to occupy the space of providing budget-friendly meal solutions. The brand aligns with values of accessibility and affordability, pushing against the norm of expensive or time-consuming meal options. The brand positioning is functional, emphasizing simplicity and cost-effectiveness. # Product The product is a ready-to-eat spaghetti meal, featuring spaghetti noodles, tomato sauce, sausage slices, and broccoli. The meal is presented in a red pot, suggesting it is freshly prepared and ready to serve. The ad highlights the low price of £3.20, addressing the purchase barrier of cost. The product is for individuals or families looking for a quick, easy, and affordable meal option. The ad conveys that this product is worth trying or buying because it offers a complete meal at a very low price. # Visual style The ad has a highly polished, studio-shot production quality. The visual motif is a close-up shot of the product, emphasizing its appeal. The image treatment includes background blurring and color grading to enhance the vibrancy of the food. The typography is large and bold, ensuring scannability in the feed. The style contrasts with platform-native content, aiming to disrupt the feed with a high-quality image. # Hooks Headline: ALL THIS FROM JUST £3.20* # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a close-up shot of a pot of spaghetti, immediately showcasing the product. This is intended to grab the viewer's attention with an appealing visual of a ready-to-eat meal, told from the brand's perspective. - A fork lifts a portion of the spaghetti, emphasizing the freshness and quality of the ingredients. This action is meant to further entice the viewer by highlighting the meal's appetizing appearance, told from the brand's perspective. - The text overlay states the price of the meal, reinforcing the affordability and value proposition. This is intended to seal the deal by addressing the cost concern and presenting a compelling offer, told from the brand's perspective.

# Ad summary This ad promotes a meal kit service that provides 16 dinners in one box. The ad highlights the flexibility of family meals, a discounted price, and promotes it as 4 meals for 4 people. # Brand positioning This meal kit service aims to simplify family dinners by providing a flexible and convenient solution for busy weeknights. The brand emphasizes ease and variety, offering a way to cook diverse meals without the hassle of extensive planning or grocery shopping. By offering a box containing 16 dinners, the brand positions itself as a provider of comprehensive meal solutions, catering to families who value both convenience and the ability to enjoy different meals every night of the week. # Product The advertised product is a meal kit box containing ingredients and recipes for 16 dinners. It is designed for families and individuals seeking flexible meal options throughout the week. The primary USP is the convenience of having multiple meals readily available, which addresses the purchase barrier of meal planning and grocery shopping. The ad specifically states that the box contains '4 meals for 4 people,' highlighting its suitability for family-sized portions. The service offers a variety of meals and emphasizes the flexibility of options for every night of the week. # Visual style The ad has a clean, modern aesthetic with a focus on appetizing food presentation. It uses a dark background to make the food images stand out, and incorporates bold typography for key messages. The overall production quality appears polished, with professionally photographed meal images. The layout is simple and direct, typical of ads designed for easy scannability in social media feeds. # Hooks Headline: ONE BOX. 16 DINNERS. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by stating 'ONE BOX. 16 DINNERS,' grabbing attention with the offer of a large quantity of meals from a single purchase. This message is from the brand, immediately highlighting the convenience and value of the product by showing what it contains. - The ad further clarifies by stating, 'Cook up flexible family meals every night of the week.' This statement, also from the brand, reinforces the product's benefit, emphasizing the ease and variety it provides for daily family meals. - The ad then displays the promotional pricing, '€41.00' over a crossed out price of '€91.99', and includes the phrase '4 meals for 4 people'. This is the brand offering a value proposition, which encourages the audience to purchase by showing a reduced price and family size. - The ad concludes by stating 'Get 50% off your first box,' presented by the brand to create urgency and entice potential customers to try the product with a significant discount.

# Ad summary This ad is for a meal kit subscription service that allows you to customize your meals with fresh ingredients. It is meant for people who want a home cooked meal, but don't have the time to shop for ingredients. # Brand positioning This meal kit delivery service caters to individuals seeking convenient, home-cooked meals tailored to their preferences. It emphasizes flexibility by allowing customers to choose recipes and skip deliveries as needed. The brand positions itself as a solution for busy lifestyles, enabling users to maintain a healthy diet without the hassle of extensive meal planning and grocery shopping. It promotes a balanced approach, encouraging consumption of diverse foods, including a focus on fresh ingredients. This brand aims to occupy a space that values both convenience and customization in the meal preparation category, appealing to those who want to enjoy home-cooked meals without sacrificing time or dietary control. # Product The featured product is a meal kit subscription service that delivers pre-portioned ingredients and recipes directly to customers' doors, which are advertised as easy to prepare and customizable to individual tastes and dietary needs. Each kit includes fresh, high-quality ingredients necessary to cook meals at home. It is marketed towards individuals and families who want to enjoy home-cooked meals without the time commitment of meal planning and grocery shopping. The service offers flexibility, allowing customers to choose their recipes and skip deliveries as needed. The kits are presented as a convenient way to maintain a balanced diet, with options that include at least '4 of your 5-a-day' and meals containing '30g+ protein'. A significant selling point is the time-saving aspect, with some meals 'prepped in 5 mins' or 'ready in 10 mins', addressing the common barrier of time constraints in meal preparation. # Visual style The ad has a clean and modern visual style, characterized by bright, well-lit food photography against a dark background, which makes the colors pop and the food look fresh and appetizing. The composition is symmetrical with the meals arranged in a grid-like layout. The typography is simple and legible, and the use of badges to highlight key information gives it a structured feel. The overall aesthetic leans towards a polished and professional look, designed to appeal to a health-conscious audience. # Hooks Headline: DINNER, DONE YOUR WAY # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the tagline 'DINNER, DONE YOUR WAY' to convey the message that the brand provides customized meal solutions, positioning itself as a convenient and flexible option for dinner preparation. This is told from the brand's perspective. - The copy 'Choose the recipes you love every night or skip a box when you need' is included to emphasize the flexibility and control customers have over their meal choices and delivery schedule, reassuring potential customers that the service can adapt to their needs. This is told from the brand's perspective. - Several images of prepared meals are shown with labels such as '4 of your 5-a-day,' '30g+ protein', 'prepped in 5 mins', and 'ready in 10 mins' to highlight the nutritional benefits and convenience of the meals. This is told from the brand's perspective. - Finally, a callout of '50% OFF first box' is included to incentivize new customers to try the service, suggesting a trial period with a reduced price. This is told from the brand's perspective.

# Ad summary A woman prepares chicken burgers with a sauce and sides, then enjoys them. # Brand positioning Gousto is presented as a meal kit company providing pre-portioned ingredients for convenient and accessible home cooking. The brand positions itself as a solution to the challenge of finding innovative ingredients, empowering customers to create delicious and convenient meals, even with limited culinary expertise. Gousto is associated with fun, ease, and flavor, making cooking enjoyable rather than a chore. The brand's functional positioning emphasizes simplicity and accessibility. # Product Gousto meal kits provide consumers with pre-portioned ingredients needed to cook meals at home. The kit featured is the Yuzu Chicken Burger, complete with spiced potatoes and smashed cucumber. The chicken is spiced with shichimi togarashi and yuzu mayo. The meal kit addresses the purchase barrier of acquiring unique ingredients and provides the customer with everything they need for dinner. # Visual style The ad has a high-quality, polished feel. It features quick cuts, and the cuts are timed to the audio. The visuals and text are in sync with one another. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Up your burger game and get all these ingredients delivered to your door # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The video opens with a close-up of chicken burgers that have been cut in half. This visual of the final result, aims to immediately grab attention by showcasing an appealing food item. - 00:02–00:07 00:02–00:07 Hands are shown preparing the burger, adding sauce, lettuce, cucumber, and chicken. The process of assembling the burger highlights the convenience and ease of preparation. - 00:07–00:09 00:07–00:09 A woman presents the burger, stating that these were so delicious, emphasizing the positive outcome and enjoyment of the meal. - 00:10–00:13 00:10–00:13 The process of cooking the spiced chicken is highlighted, specifying the ingredients used. This aims to inform the audience of the ingredients they might not have on hand, so they may want to opt for the meal kit. - 00:13–00:22 00:13–00:22 Visuals of preparing other ingredients, such as potatoes, cucumber, and sauce, are shown. This is followed up with a statement explaining how Gousto provides all the ingredients needed. This emphasizes the convenience and accessibility of Gousto's offering. - 00:22–00:27 00:22–00:27 Visuals are shown of additional ingredients being prepared, as well as the burger being assembled. The additional visuals show the completed meal. - 00:28–00:32 00:28–00:32 The speaker reiterates the burger as well as the provided ingredients, and notes that it can be delivered to your door from £3.20 a meal. The brand and product are shown alongside a card displaying a QR code. - 00:32–00:35 00:32–00:35 The woman is shown eating the burger with satisfaction, showing the enjoyable experience that comes from eating it.

# Ad summary The ad showcases different cuisines offered by the meal delivery service and is offering 50% off the first box, promising to break the rotation of bland and boring meals. # Brand positioning The brand aims to be a convenient solution for individuals seeking diverse and exciting meal options. The brand positions itself as a provider of fresh, flavorful meals, encouraging customers to break free from the monotony of repetitive and uninspired dishes. The service offers a range of globally-inspired cuisines, appealing to adventurous eaters and those wanting to try new recipes, and focuses on variety and quality ingredients, making it a good option for those who value taste and convenience. # Product The product is a meal delivery service offering a variety of globally-inspired cuisines, with 175+ recipes per week. The product is intended for anyone who is tired of bland and boring food and is looking for ways to change up their meals. The meals include Mexican, Asian, Italian, Greek, and French cuisine. The product focuses on breaking the rotation of eating the same meals repeatedly. Free next-day delivery is being offered on your first box, addressing the purchase barrier of a long wait time. # Visual style The ad has a clean and modern visual style, with a focus on bright colors and clear imagery. The background is white to emphasize the food images and text elements. The overall design is intended to be scannable and visually appealing, with a clear message and easy-to-understand layout. # Hooks Headline: Bland and boring # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action Break the rotation # Point of view - [object Object] # Storyline - The ad opens by stating the offer of 50% off the first box, along with the idea that the consumer is eating bland and boring food. This intends to highlight the value proposition of the ad and call out consumers who are not satisfied with their current food options from the perspective of the brand. - The ad continues by stating, "NO MORE EATING THE SAME MEALS ON REPEAT", indicating that the consumer will no longer be eating the same meals over and over again if they use the service. The brand is speaking here to directly call out a specific pain point the customer may have. - The ad then showcases different cuisines offered, including Mexican, Asian, Italian, Greek, and French, showcasing the variety of meals offered. The brand is intending to show how many options they have. - The ad ends with the phrase "Break the rotation", serving as a call to action and a memorable slogan. The brand is intending to end the ad by summarizing the product benefits and telling the consumer to break the boring rotation in their lives.

# Ad summary This ad for Gousto positions the brand as a better alternative to ordering takeout, emphasizing the convenience and cost savings of their meal kits. It features a young woman preparing and enjoying a takeout-style dish, highlighting the speed and ease of cooking a Gousto meal. # Brand positioning Gousto aims to occupy the space of convenient and affordable home cooking, offering a middle ground between ordering takeout and cooking from scratch. The brand promotes a lifestyle of enjoying takeaway flavors without the cost or hassle. Gousto pushes against the norms of expensive and unhealthy takeout options, offering a functional and practical solution for busy individuals seeking a balance between convenience and health. The brand emphasizes the ease and speed of their meal kits, positioning itself as a time-saving and budget-friendly alternative to traditional takeout. # Product Gousto offers meal kits that provide pre-portioned ingredients and easy-to-follow recipes for home-cooked meals. The product is for individuals who enjoy takeaway flavors but want a healthier and more affordable option. The ad explicitly states that the meal kits allow you to cook takeaway flavors in under 30 minutes and are cheaper than ordering from a delivery service. The featured meal is a sweet and sour tofu dish with rice and vegetables, showcasing the variety and flavor of Gousto's offerings. The ad addresses the purchase barriers of time and cost by highlighting the speed and affordability of the meal kits, making it an attractive option for those seeking convenience and value. # Visual style The ad has a bright and clean aesthetic with natural lighting, giving it a relatable and accessible feel. The editing style includes quick cuts to maintain a fast pace and showcase the ease of cooking the meal. The production quality is polished, with clear shots of the ingredients and cooking process, supporting the brand's message of convenience and quality. The pacing is consistent throughout the ad, with cuts timed to the voiceover to emphasize key points. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Order now at gousto.co.uk for 50% off your first box # Point of view - [object Object] # Storyline - 00:00–00:00 The ad begins with a woman holding a Gousto box, immediately establishing the brand and setting the tone for a convenient cooking experience. - 00:00–00:02 00:00–00:02: The ad cuts to a close-up of a plated meal with rice, tofu, and vegetables, garnished with green onions. A hand sprinkles the green onions on the dish. The message is that Gousto offers restaurant-quality meals. - 00:02–00:08 00:02–00:08: The ad shows the woman preparing the meal, including marinating tofu, chopping vegetables, and stir-frying the ingredients. This visual sequence aims to show how easy and quick it is to cook with Gousto. - 00:08–00:13 00:08–00:13: The ad shows the final dish being plated and the woman enjoying the meal. The intended message is that Gousto meals are delicious and satisfying. - 00:13–00:15 00:13–00:15: The ad concludes with a shot of the completed meal next to the Gousto box and a call to action with a 50% discount, encouraging viewers to try Gousto.