With the recipe box category soaring in popularity, Gousto saw a fresh opportunity to add some punch to the tone of voice of their already well-loved brand.

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Working in-house with the brand team, I helped level up the copy to meet the swagger of the above the line campaign recently created by Mother London.

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Below are a few examples of BTL pieces including a refreshed welcome booklet for new customers, new playful copy for cool boxes, an email showcasing with Gousto's range of takeaway-style dinners beats the real thing, and a year in review email to surprise customers with an annual view of their own eating trends.