Recipe box company, Gousto, has launched a through-the-line campaign to promote its new Food Finder directory, designed to support local food businesses during lockdown. The campaign runs across organic and paid social, PR and out-of-home advertising developed in collaboration with creative agency, M&C Saatchi.
Gousto is now delivering over 1m meals to UK households every week, but saw an opportunity to leverage its tech capabilities to support the small business heroes that are helping to feed the nation. Food Finder was developed in just 10 days by Gousto’s in-house tech team and provides a platform for customers to connect with food businesses that are still delivering in the local area.
Users can enter their postcode to access a list of grocers and other local food businesses who are offering delivery and collection. The directory is completely non-commercial, for both businesses and customers.
After seeing Gousto’s Food Finder directory, M&C Saatchi approached its client proactively with the idea of creating an out-of-home campaign to further extend awareness. M&C Saatchi secured out-of-home advertising space for the push from Ocean Outdoor, as part of the £10m fund the media owner is offering to SMEs during the Covid-19 outbreak.
That fund closed today, having allocated £14m of free ad space across Ocean’s premium out-of-home network to SMEs and retailers. More than 350 companies applied to Ocean’s fund, which saw 300 campaigns worth £14m carried across 12 UK cities where Ocean has a presence.
The Food Finder outdoor ads feature boldly-coloured executions, which seek to engage with both consumers and business owners. They will be supported by paid and organic social media activity encouraging small business owners to sign up to the directory.
“It’s really important that we show our thanks and support to all the independent grocery businesses that are feeding their local communities, through thick and thin,” said Gousto CMO, Tom Wallis. “That’s why we’ve harnessed our incredible tech capabilities to build the Food Finder directory. We hope this campaign will help spread the word and ensure more support for the small business heroes that are keeping Britain fed, whilst helping those in need of grocery home deliveries.”
The Food Finder directory is available here.