Seasonal Storytelling & Campaigns
Gousto
The Brief
Objective:
Insight
To develop a rolling programme of 360º seasonal and occasion-led campaigns for Gousto, each with its own distinct creative world while building a repeatable approach to acquisition, reactivation and retention.
The challenge was to make every campaign feel timely and specific without fragmenting the brand. Gousto needed seasonal storytelling that could flex across email, print, digital, paid social, direct mail, recipe cards, packaging and physical activations, while still feeling part of one recognisable customer experience.
Seasonal campaigns were not just moments in Gousto’s marketing calendar. They were opportunities to make the brand feel culturally present, commercially useful and emotionally specific. By giving each occasion its own creative world while keeping a consistent campaign logic underneath, the work helped Gousto shift from recipe-box utility into lifestyle-led storytelling across the year.
I led the creative direction and design of Gousto’s seasonal storytelling programme, originating the campaign framework established through Savour the Summer and evolving it across nine seasonal and occasion-led campaigns. My role spanned campaign concepting, shoot art direction, key asset design, channel rollout, direct mail, packaging, print, digital and customer communications, working closely with copy, content and marketing teams while leading Andrea Rampazzo and Anezka Kratkocka across adaptations and delivery.
Art Direction/Lead Designer: André Harris, Jr.
Designers: Andrea Rampazzo, Anezka Kratkocka
Head of Copy: Miranda Newsom
Copywriter/Content: Will Godfrey
Photographers: Mike English, Sally Robinson
Food/Prop Stylists: Alice Feaver, Mia Blundell
Videographer: Jacek Zmarz
Production Manager: Vicki Glover
Role & Credits
Seasonal Storytelling & Campaigns
Gousto
Seasonal campaigns were not just moments in Gousto’s marketing calendar. They were opportunities to make the brand feel culturally present, commercially useful and emotionally specific. By giving each occasion its own creative world while keeping a consistent campaign logic underneath, the work helped Gousto shift from recipe-box utility into lifestyle-led storytelling across the year.
Live it. Own it. Be it. Love it.
André Harris, Jr. // AH Design, Intl. 2024
Live it. Own it. Be it. Love it.
André Harris, Jr. Creative | AH Design, Intl. 2026
Seasonal campaigns were not just moments in Gousto’s marketing calendar. They were opportunities to make the brand feel culturally present, commercially useful and emotionally specific. By giving each occasion its own creative world while keeping a consistent campaign logic underneath, the work helped Gousto shift from recipe-box utility into lifestyle-led storytelling across the year.
Seasonal Storytelling & Campaigns
Gousto
The Brief:
To develop a rolling programme of 360º seasonal and occasion-led campaigns for Gousto, each with its own distinct creative world while building a repeatable approach to acquisition, reactivation and retention.
The challenge was to make every campaign feel timely and specific without fragmenting the brand. Gousto needed seasonal storytelling that could flex across email, print, digital, paid social, direct mail, recipe cards, packaging and physical activations, while still feeling part of one recognisable customer experience.
Insight:
Seasonal campaigns were not just moments in Gousto’s marketing calendar. They were opportunities to make the brand feel culturally present, commercially useful and emotionally specific. By giving each occasion its own creative world while keeping a consistent campaign logic underneath, the work helped Gousto shift from recipe-box utility into lifestyle-led storytelling across the year.
Role & Credits
I led the creative direction and design of Gousto’s seasonal storytelling programme, originating the campaign framework established through Savour the Summer and evolving it across nine seasonal and occasion-led campaigns. My role spanned campaign concepting, shoot art direction, key asset design, channel rollout, direct mail, packaging, print, digital and customer communications, working closely with copy, content and marketing teams while leading Andrea Rampazzo and Anezka Kratkocka across adaptations and delivery.
Art Direction/Lead Designer: André Harris, Jr.
Designers: Andrea Rampazzo, Anezka Kratkocka
Head of Copy: Miranda Newsom
Copywriter/Content: Will Godfrey
Photographers: Mike English, Sally Robinson
Food/Prop Stylists: Alice Feaver, Mia Blundell
Videographer: Jacek Zmarz
Production Manager: Vicki Glover