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Nationwide Reach.
Everyday Meals.
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About This Campaign
Gousto is a UK meal kit brand helping households cook fresh, convenient meals at home with pre-portioned ingredients and easy-to-follow recipes. As competition in the food delivery and meal kit space continued to grow, Gousto needed to strengthen nationwide brand awareness while making the product feel relevant to different household types.
Eclipz partnered with Gousto to create a multi-niche influencer campaign across Instagram and TikTok. The goal was to make Gousto feel practical, relatable, and useful for everyday life, whether the audience was a busy parent, a young professional, a food lover, or someone trying to cook more consistently at home.
Challenge
Gousto already had strong product value, but the challenge was to reach different audiences with messaging that felt personal to their lifestyle. A single creator category would not be enough because meal planning, cooking, convenience, and family routines mean different things to different people.
The brand needed a campaign that could build awareness across the UK while showing real use cases for Gousto in daily life. The content had to feel natural, not overly scripted, and needed to show how the product solved everyday food decisions without making cooking feel complicated.
The campaign also needed to create a consistent flow of creator content across Instagram and TikTok, giving Gousto visibility in multiple discovery environments while keeping the message clear, accessible, and brand-safe.
Strategy
Building a nationwide creator campaign that made Gousto visible inside real food, family, and lifestyle moments.
Eclipz blended food creators, lifestyle influencers, and mom-influencers to show Gousto from multiple angles. Food creators focused on recipe appeal and taste, lifestyle creators showed convenience and routine, while mom-influencers highlighted family mealtimes, planning, and weekday ease.
The campaign was designed for Instagram and TikTok, using short-form videos, recipe walkthroughs, family dinner moments, unboxing content, weekly meal planning, and “what we cooked this week” formats. Each creator was given a clear content direction while keeping enough freedom to make the story feel personal and authentic.
How We Brought the
Campaign to Life
Audience Mapping
Creator Selection
Content Production
Campaign Monitoring
Campaign Impact
Summary
The campaign helped Gousto build broader nationwide awareness by placing the brand inside real everyday mealtime moments. Instead of presenting Gousto as only a meal kit product, the creator content showed it as a practical solution for busy households, food lovers, and families looking for easier dinner decisions.
Food creators helped make the recipes feel appealing and enjoyable, while lifestyle and mom-influencers made the product feel useful, trustworthy, and part of a normal weekly routine. This multi-niche approach allowed Gousto to reach different audience types without losing message consistency.
Across Instagram and TikTok, Eclipz helped Gousto generate strong visibility, meaningful engagement, and measurable traffic from creator content. The campaign proved that nationwide awareness performs better when creator storytelling is built around real household moments instead of generic product promotion.
Impact, Measured
