Veg-based food maker Gosh! has unveiled its latest campaign, Mad About Veg, a new long term brand platform designed to “put vegetables centre stage and inspire more shoppers to embrace veg-led eating,” it said.
The platform marks the evolution of the Gosh! brand strategy, building on the longstanding passion for all-natural ingredients.
At a time when conversations around plant-based eating can often feel dominated by what people are cutting out of their diets, Gosh! is shining a light on what they can add in, celebrating the joy, flavour, and versatility of veg across its range of Falafels, Bites, Burgers and Sausages, all made with 100% natural ingredients.
At the heart of the campaign is the belief that vegetables deserve more recognition. While much of the plant-based category conversation has become dominated by debates around ultra-processed foods over the last few years, Gosh! is taking a different approach by championing the natural goodness and versatility of vegetables, in a way that feels positive and accessible.
Through Mad About Veg, Gosh! aims to move the conversation away from formal dietary labels such as vegan or meat-free, using humour to show that eating more veg can be every bit as exciting and flavourful as it is nutritious.
A bold, kaleidoscopic art direction draws on Gosh!’s existing pack illustrations, transforming the vibrancy of vegetables into a visually distinctive graphic device that reflects the brand’s joyful obsession with veg.
The campaign will live on social media, CTV, YouTube, and OOH, including the London Underground network and rail services.
Caroline Hughes, marketing director at Gosh! said: “Mad About Veg is a joyful expression of who we’ve always been as a brand. We’ve long been obsessed with creating delicious food from vegetables and natural ingredients, and this new platform puts that passion front and centre in a way that feels bolder and full of personality.
“We know more shoppers are looking for simple but flavourful foods that help them eat more vegetables, so with Mad About Veg, we’re inviting them to join us and discover just how exciting and naturally delicious veg-led eating can be.”
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