A very personal way to discover new foods

DNA Dishes

Gousto

Going by our research, half of us would feel more excited to try new flavours, but need a little prompt or compelling reason to do so. DNA dishes promoted flavour discovery by connecting you to your food heritage through a DNA test. Fronted by Professor Green and AJ Odudu, they were matched with the findings of their own ancestry to a recipe from Gousto. People could then order a limited edition DNA dishes testing kit. They sold out in just 8 minutes! These confident and adventurous cooks could then explore foods from all over the world via our online cookbook and match their own ancestry with new dishes.

Gousto isn’t number one in the category, but at number two they have big ambitions to become the nation’s favourite way to eat dinner. We knew from audience data that Gousto always wins out on “variety”. Gousto had been putting a great deal of effort into customisation options on their platform. We were looking for a newsworthy way to communicate this to both consumer and corporate audiences and be front of mind when thinking about the category.

gousto-dna-dishes-professor-green-aj-odudu-1
Gousto-DNA-Dishes-1-2560×1440-1

With our limited edition DNA Dishes testing kits and our partnership with Living DNA the campaign allowed you to test your DNA, find out more about your heritage and explore the foods of your ancestors.

To launch the campaign, we made a short film with Professor Green (35% French, 20% German, 12% Irish, 10% South Central England) and AJ Odudu (95% Nigerian, 3% Burkina Faso, 2% Cameroonian) where they find out about their heritage and then cook a dish based on their results.

Gousto-DNA-Dishes-2-2560×1440-1

We created a campaign identity, visual language, campaign landing page where you could sign-up for the DNA Dishes testing kit and explore recipes on the platform, a suite of assets across the user journey and social.

Gousto-DNA-Dishes-4-2560×1440-1

Talent posted on their social feeds announcing the brand collaboration.

We’re always looking for new ways to bring variety and inspiration to dinner time, and this latest innovation gives home cooks a more personalised dining experience, inspiring them with their heritage. Through DNA Dishes we’re hoping to add a sense of meaning and adventure to meal times as people discover new dishes with family connections

Kathryn Huxtable,
Food Director,
Gousto

Outcome

  • 1Bn+ editorial reach
  • 88% share of voice
  • 144 minutes of airtime
  • 102 pieces of media coverage

Coverage

Awards

  • Integrated Communications Campaign of the Year, Finalist, PRmoment Awards

More work

Tommee Tippee The Boob LifeInstagram, PR

Meta Queens of the MetaverseInstagram, AR + VR, Influencer, Talent, PR

Burberry Love the Spoken WordBrand Film, Talent, Editorial

Bloomberg Art + TechnologyYoutube, Editorial

Netflix Ada TwistYoutube, Editorial

Logitech Worklife UpgradedTikTok, Instagram, Facebook, Influencer, Advertising

Gousto DNA DishesInstagram, Talent, PR

Speedo Swim StoriesInstagram, Editorial

Rimowa Every Dent Tells a StoryBrand Photography, Editorial

You Don't Own MeCommission

UN Women Draw the LineCampaign

Dove Hair TalkEditorial, Photography, Design

Vodafone Brand IdentityBrand Identity

Popeyes Make it PopInstagram, PR

Google The History of UsSocial

Mayor of London Air PollutionAdvertising, Stunt

vitaminwater Shine Bright StudioExperiential, Film, Influencer, Social

Nike Do It Kinect Training for XboxFilm

UBS Are You Investing in What Matters to You?Editorial, Design, Advertising, Instagram, Facebook

Mulberry Audience AnalysisStrategy Report

Hope Not Hate Brand Identity and Website RelaunchBrand Identity

Ophir GinInstagram, PR

Max Factor Make Glamour HappenSocial

Nordic BalanceBrand strategy, Identity, Design, Photography

Mercedes-Benz CLA StorySocial, Talent, Influencer

Audemars Piguet Enter the Dataverse and Beyond WatchmakingFilm

The New York Times Visual Design LanguageDesign

Skyscanner Through the Eyes of a ChildTV, Advertising, Integrated, Digital

Unilever Walls Ice Cream Share HappyAR, Social

Dirty TaggingAI

Humans 001AI

Technology 001AI

Pop-CultureAI

Junk LetteringAI

Chomoi Picho-Owiny
Creative Direction

Get Work in Progress (WIP) to your inbox, your download of culture, art + AI

There is only one word for Chomoi. PHENOMENAL. A dream to work with.

Lucy Witts

Senior Producer, Venture Video

A passionate and articulate creative director. He was a great inspiration to the team.

Mandy Chan

Senior Interaction Designer, Google

A highly skilled and passionate creative director. A valuable mentor for me.

Fernando Lobina

Senior Designer, AKQA

Chomoi is a true inspiration. I will take so much away from working alongside someone with such an abundance of experience.

Amber Howe

Design Lead, IBM Expert Labs

An inspiring mentor, and I'd jump at the chance to work with him again.

Eleanor Nugent

Creative Director, Warner Bros.

Insightful, passionate and a genuine creative talent

Maggie Lonergan

CEO, Publicis Emil

A rare breed of Creative Director.

Hitesh Supeda

Senior Experience Designer, Habitat

He's simply an inspiring professional and a great leader. He always strives to reach creativity excellence with a smile on.

Sara Simoncini

Art Director, Sapient

Extremely consultative and collaborative, his ideas were visionary and out of the box.

Pawan Udernani

Senior Director, Publicis Sapient

Highly conceptual and always hands on, Chomoi has been a storm of inspiration in every project I've worked with him.

Daisoo Lee

Creative Director, Sky

Chomoi has the ability to come up with original innovative ideas quicker than any other creative director I have worked with.

Shailesh Sreedharan

Senior Manager, Publicis Sapient

© Chomoi Picho-Owiny 2025