To take Gousto to number one in the recipe box market, the brand used an approach which mixed branding and activation elements to communicate the pleasure of cooking and encourage sign-up. Aiming to encourage new sign-ups and its active customer base, Gousto focused its marketing on two periods when people change food habits (September and January) using a mixture of advertising and influencer techniques over TV, digital, outdoor, and radio. The approach took Gousto to #1 in the market within 14 months, turbo charging existing growth rates to 67% per year, a rate five times that of the incumbent leader HelloFresh despite a smaller media budget.