Recipe card reading "Instructions for 2" held over a wooden counter beside a bowl of cooked rice and a garlic clove
Submitted by redpill

Gousto Creator-Led Recipe Content Programme

Influencer Marketing

redpill spent a year producing creator-led recipe videos for Gousto's owned and paid social, and the agency reports 10.2M+ impressions from the resulting content library.

10.2M+Impressions
10MPeople Reached

Case in 60 seconds

Gousto needed a creator content partner that could deliver consistently, creatively and at volume, because keeping a recipe box brand in its audience's feeds week after week requires a steady supply of video rather than occasional campaigns.

Home cooks choose meals around occasions such as date nights, fakeaways and family dinners rather than around ingredients, so the page frames each video around a moment, with time pressure set against the wish for flavour.

redpill positioned itself as Gousto's year-long content engine, building a bank of creator-led recipe walkthroughs that put a Gousto box at the centre of every cooking occasion its audience recognises.

Across 16 shoots over a year, creators filmed recipe walkthroughs for date nights, fakeaways, family dinners, health goals and summer BBQs, shot with natural lighting, considered food styling and a UGC sensibility for Gousto's owned and paid social.

redpill reports that the content library reached over 10 million people across Gousto's social channels and generated 10.2m+ impressions, while serving both owned channels and conversion-focused paid placements.

Strategy Breakdown

Home cooks who are short on time, planning meals around date nights, fakeaways, family dinners, health goals, summer BBQs and nights off from deciding what to make.
A recipe box brand has to keep showing up in its audience's feeds week after week, so redpill treated content supply as a year-long programme rather than a one-off campaign.
The page casts Gousto as the answer to having little time without giving up flavour, so each walkthrough places a Gousto box inside a familiar cooking occasion.

Creative & Execution System

Partners

  • redpill

Results & Evidence

MetricValue
Impressions10.2M+ impressions
People Reachedover 10M people
Shoots16 shoots

Why redpill's strategy worked

  1. 1

    Organising a content programme around recurring cooking occasions rather than individual products gives a production run many entry points, so one shoot can feed assets to several moments in the audience's year.

  2. 2

    A UGC treatment with controlled lighting and food styling lets the same video sit in organic feeds and in paid placements, because it keeps a real feel while holding a consistent standard of quality.

  3. 3

    An always-on creator content partnership measured over a year treats volume and consistency as the deliverable rather than a single launch, which suits a subscription brand that depends on repeated presence in the feed.

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