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For far too long, the question of ‘what’s for dinner?’ has been overshadowed by ‘what shall we watch?’ This year, we wanted to shake up the evening’s entertainment and give dinner its rightful place back as the evening’s headline attraction. It’s time for dinner to steal the show.

We joined forces with Mother to let dinner take centre-stage in our 2023 ATL work. The campaign launched with a blockbuster TV commercial, featuring scenes from a period drama in which the dramatic performances were upstaged by the delicious dinners being cooked in the kitchen beyond the screen.

The TV spot was supported by OOH, with cinematic photography and entertainment language that elevated Gousto dishes to be ‘Monday’s blockbuster’ and ‘Saturday’s tearjerker’. We also created movie trailer-style radio ads for specific Gousto dishes and a pause screen ad that encouraged TV watchers to step away from their show and cook up a storm in the kitchen.