Gosh! has unveiled its latest campaign with the launch of ‘Mad About Veg’, a new long term, more emotive brand platform designed to put vegetables centre stage and inspire more shoppers to embrace veg-led eating.
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.
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.
The platform is intended to deepen the brand’s connection with existing fans whilst also broadening its appeal among a wider group of shoppers looking for food made with recognisable ingredients and naturally great taste.
The campaign showcases this through a series of playful creative executions that demonstrate just how far the brand’s love of veg goes. A hero video introduces viewers to the fictional world of Gosh! employees, whose enthusiasm for vegetables borders on the absurd, bringing the spirit of ‘Mad About Veg’ to life through humour and personality.
Alongside this, 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.
"At a time when so much of the conversation around plant-based eating can feel restrictive or overly serious, we wanted our approach to celebrate the joy, humour, and flavour of veg, and shine a positive light on everything they can bring to people’s plates. 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.”