Recipe-box brand Gousto has launched a campaign encouraging foodies to "give it some" by incorporating music into their cooking habits.
The ad shows home chefs as they pair their culinary creations with various music genres, from rock music stir frys to electronic fajitas.
Launching today (1 January) on ITV and Channel 4, the campaign will run for six weeks across outdoor, radio and social activity. It was directed by Juan Cabral through MJZ and Labhouse, while the7stars handled media planning and buying.
This is Mother London’s first work for Gousto since winning the brand’s creative account in September. The campaign also includes a partnership with Spotify – which matches customer behaviours to music playlists such as "Pop Suey", "Bangers and Mash" and "A Bowl Full of Soul" – and social activity with brand ambassadors Anna Whitehouse (Mother Pukka), Katherine Ryan and Joe Wicks.
"Give it some" follows on from last year’s brand platform, which was created by M&C Saatchi in a bid to make recipe boxes "the UK's favourite way to eat dinner".