Gousto’s brand-first strategy transformed awareness, market share and revenue in recipe kits.
Faced with an intensely competitive recipe kit market dominated by performance-led brands, Gousto aimed to scale customer acquisition sustainably while improving the quality of its customer base and the brand’s long-term profitability.
This case details how, rather than chasing conversions, Gousto prioritised brand building, creating emotionally resonant campaigns that made cooking exciting, distinctive, and culturally relevant. This brand-first strategy built demand that compounded over time in contrast to the rapid growth model of many Direct to Consumer (DTC) businesses.
Evidence is presented that Gousto’s marketing increased awareness from 11% to 82%, growing its recipe kit market share to 45% and quadrupling revenue between 2019 and 2024.