Plant-based food brand Gosh! has launched ‘Mad About Veg’, a long-term brand platform designed to put vegetables centre stage and encourage more shoppers to embrace veg-led eating.
The platform marks the next stage of the brand’s strategy and moves the focus away from formal dietary labels such as vegan or meat-free. Instead, the campaign celebrates the flavour and versatility of vegetables across Gosh!’s range of falafels, bites, burgers and sausages, all made with 100% natural ingredients.
The integrated campaign brings the brand’s veg obsession to life through a humour-led creative world, where being mad about vegetables is celebrated.
The main campaign video introduces viewers to the fictional world of Gosh! employees, whose enthusiasm for vegetables borders on the absurd. The campaign also uses kaleidoscopic art direction inspired by Gosh!’s pack illustrations.
Out-of-home ads feature lines including “We get separation anxiety when we leave the fridge door closed for too long” and “If loving veg was a crime, we’d be doing multiple life sentences”.
The campaign is running across social media, connected TV, YouTube and out of home, including the London Underground network and rail services.
