GOUSTO:
5 DAYS.
5 COUNTRIES.
YOUR KITCHEN.
BRIEF
Campaign for product/service and loyalty
CAMPAIGN
Gousto Travel Box
* Speculative campaign. Not commissioned by Gousto.
AI used to generate visual mockups.
The Idea
The Gousto Travel Box turns five dinners into a destination-led journey, pairing meals with real partner sample snacks and a 10-stamp passport designed to drive repeat purchase. Move Gousto from “What should I cook tonight?” to “Where should I go tonight?” using food discovery as an affordable form of escape, rewarding loyalty like frequent flyer miles with flights.
Why now?
Small treats are becoming bigger opportunities. VML identifies “Treatonomics” as a growing FMCG behaviour. Even when budgets are squeezed, consumers still seek affordable moments of enjoyment. At the same time, loyalty is moving beyond transactional points towards experiences that create genuine value and engagement.
VALUE
Travel through food, without leaving home. More experiential than a standard recipe box; more affordable and repeatable than a night out or short trip.
KEY MESSAGE
5 days. 5 countries. Your kitchen.
Every Travel Box is a compact itinerary.
AUDIENCE
Curious, budget-aware food explorers. 25–44, urban/suburban, already comfortable with meal kits, motivated by variety and experiences but conscious of travel and eating-out costs.
KPIs
-
Travel Box conversion rate
-
Second-box purchase rate
-
10-stamp completion rate
-
£5 reward redemption
-
App QR scans / active users
-
Partner engagement interest
OBJECTIVE
Increase second Travel Box purchase rate among first-time Travel Box buyers within eight weeks.
CONSIDERATIONS
Allergies. Suitability flagged with alternatives/omission where needed. Stamps still collectable.
Authenticity. Snacks positioned as partner souvenirs from the destinations, not national snack.
Customer journey
One box starts the journey. Two boxes completes the passport, offering a discount on the next journey.
01
Choose a 5-meal Travel Box (+£5 Travel upgrade).
02
Receive 5 destination meals + 5 partner sample snacks.
03
Scan QR code on the recipe card to collect 5 stamps on the app.
04
Order another travel box, collecting 10 stamps in total.
05
Unlock £5 off the next Travel Box, and order a third box.
Asian selection example
Sri Lanka — Maliban Lemon Puff
Thailand — Mogu Mogu Lychee
Malaysia — Cocon Mango Pudding
Singapore — Meiji Hello Panda
India — Jaimin Dry Fruit Samosa
Global selection example
Mexico — Takis
Colombia — Grace Plantain Chips
Jamaica — National Spice Bun
Turkey — Sofra Dried Figs
Germany — Bahlsen Choco Leibniz
