KATIE ROSEN

In 2024, Gousto set out to challenge the assumption that supermarkets offer better value, reframing the brand as both exciting and affordable at a time when cost of living pressures were front of mind.
I provided creative direction across the campaign, working with Mother on OOH and radio, and leading the internal team across social, ensuring the idea landed with clarity and confidence at every touchpoint. While the OOH led confidently with price, my role was to challenge the teams to express value in a way that felt unmistakably Gousto, ensuring the campaign worked as a whole, combining price, swagger, choice and seriously tasty food into one bold, characterful expression of the brand.