Gosh! Food
Mad About Veg: Growing The UK’s No.1 Falafel Brand
Overview
Growing the media strategy as the brand grew
Our work with Gosh! has evolved as the brand has grown. We started by using high-reach video and OOH to supercharge awareness of its naturally delicious plant-based range. As Gosh! became the UK’s number one falafel brand, our media evolved too — finding new ways to keep it visible, relevant and front of mind with the family audiences driving its next stage of growth.
The Real Problem
How do you keep growing once you’re established?
First, we needed to get Gosh! noticed in a competitive plant-based category. As the brand grew, the challenge changed: strengthen prompted awareness among its strategic 35–54 family audience and keep giving new consumers reasons to discover it.
The Trait
Be as distinctive as the food
Early activity combined YouTube, Channel 4 VOD and London OOH to build awareness at scale. As ambitions grew, we expanded into press and transport environments that put Gosh! closer to family shoppers – combining public visibility with relevant context.
The Strategy
Grow the places where Gosh! shows up
Early activity combined YouTube, Channel 4 VOD and London OOH to build awareness at scale. As ambitions grew, we expanded into press and transport environments that put Gosh! closer to family shoppers – combining public visibility with relevant context.
The Tactics
From screens to stations to shopping
Video brought Gosh!’s personality to life, supported by London OOH. More recent activity used station platforms and train carriages, alongside full-page ads positioned near relevant editorial in The Grocer and Tesco Magazine.
The Results
More visibility. More people discovering Gosh!
The evolving media strategy has helped Gosh! move from building broad awareness to using more targeted, contextual environments to support continued growth.
69.4m
+20%
+45%
4,448
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The agency’s strategic thinking and deep understanding of the evolving media landscape, coupled with strong execution of our plans have elevated our brand awareness and ability to reach new heights in the plant based market
