DNA DISHES

Discover New Flavours Through Your DNA

GOUSTO

Half of Brits 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.

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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.

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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.

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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

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WIP

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Work

Thoughts

Testimonials

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Lucy Witts

Senior Producer, Venture Video

A great inspiration

I had the pleasure of working with Chomoi and and it was great to see such a passionate and articulate creative director in action. He was a great inspiration to the team, a true professional.

Mandy Chan

Senior Interaction Designer, Google

A valuable mentor for me

Chomoi is a highly skilled and passionate creative director. I thoroughly enjoyed and learnt a great deal during our time working together... He is a person who champions creative thinking, has excellent presentation skills that are effective when communicating with clients and the wider team. Chomoi was also a valuable mentor for me, sharing his knowledge in the interests of seeing me succeed.

Fernando Lobina

Senior Designer, AKQA

A true inspiration

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

Amber Howe

Design Lead, IBM Expert Labs

I’d jump at the chance to work with him again

Chomoi was always driven towards creating the best possible work we could. He's an inspiring mentor, and I'd jump at the chance to work with him again.

Eleanor Nugent

Creative Director, Warner Bros.

Genuine creative talent

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CEO, Publicis Emil

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Senior Experience Designer, Habitat

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Sara Simoncini

Art Director, Sapient

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Pawan Udernani

Senior Director, Publicis Sapient

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Daisoo Lee

Creative Director, Sky

Innovative ideas

Chomoi has the ability to grasp the business need of the client, understand what the brand stands for and come up with original innovative ideas to solve the clients business problems - quicker than any other creative director I have worked with.

Shailesh Sreedharan

Senior Manager, Publicis Sapient

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