June 2026; Gosh! has unveiled its latest campaign with the launch of ‘Mad About Veg’, a new long term, more emotive brand platform designed to put vegetables centre stage and inspire more shoppers to embrace veg-led eating.
Developed in partnership with independent creative agency, Insiders, ‘Mad About Veg’ marks the next evolution of Gosh!’s brand strategy, building on the brand’s longstanding passion for all natural ingredients. At a time when conversations around plant-based eating can often feel dominated by what people are cutting out of their diets, Gosh! is shining a light on what they can add in, celebrating the joy, flavour, and versatility of veg across its range of Falafels, Bites, Burgers and Sausages, all made with 100% natural ingredients.
Through Mad About Veg, Gosh! aims to move the conversation away from formal dietary labels such as vegan or meat-free, using humour to show that eating more veg can be every bit as exciting and flavourful as it is nutritious. The platform is intended to deepen the brand’s connection with existing fans whilst also broadening
its appeal among a wider group of shoppers looking for food made with recognisable ingredients and naturally great taste.
Launched this week, the integrated campaign brings Gosh!’s veg obsession to life through a distinctive and humour-led creative world, where being mad about vegetables isn’t just accepted – it’s celebrated.
At the heart of the campaign is the belief that vegetables deserve more recognition. While much of the plant-based category conversation has become dominated by debates around ultra-processed foods over the last few years1, Gosh! is taking a different approach by championing the natural goodness and versatility of vegetables, in a way that feels positive and accessible.
The campaign showcases this through a series of playful creative executions that demonstrate just how far the brand’s love of veg goes. A hero video introduces viewers to the fictional world of Gosh! employees, whose enthusiasm for vegetables borders on the absurd, bringing the spirit of ‘Mad About Veg’ to life through humour and personality.
Alongside this, a bold kaleidoscopic art direction draws on Gosh!’s existing pack illustrations, transforming the vibrancy of vegetables into a visually distinctive graphic device that reflects the brand’s joyful obsession with veg. Used across the wider campaign, the creative helps build a vibrant and recognisable brand world. OOH executions further bring the platform to life with lines such as ‘We get separation anxiety when we leave the fridge door closed for too long’ and ‘If loving veg was a crime we’d be doing multiple life sentences’, capturing the sense of ‘madness’ at the heart of the platform.
The campaign will live on social media, CTV, YouTube, and OOH, including the London Underground network and rail services.
The launch comes at a time when shoppers are actively seeking simple, recognisable ingredients and looking for ways to eat more vegetables as part of everyday life2, with fibre also high on the agenda, despite 96% of Brits still falling short of the recommended daily intake3. Through ‘Mad About Veg’, Gosh! sees an opportunity to bring fresh energy to the category and make veg-led eating more appealing to a broader mainstream audience, helping consumers achieve their health goals without compromising on taste or enjoyment.
1 Nielsen, UK State of the Nation, 2026
2 ProVeg International, The rise of wholefood-inspired products in the plant-based market, 2024 3 National Diet and Nutrition Survey, 2025
Caroline Hughes, Marketing Director at Gosh! said, “Mad About Veg is a joyful expression of who we’ve always been as a brand. We’ve long been obsessed with creating delicious food from vegetables and natural ingredients, and this new platform puts that passion front and centre in a way that feels bolder and full of personality. At a time when so much of the conversation around plant-based eating can feel restrictive or overly serious, we wanted our approach to celebrate the joy, humour, and flavour of veg, and shine a positive light on everything they can bring to people’s plates. We know more shoppers are looking for simple but flavourful foods that help them eat more vegetables, so with Mad About Veg, we’re inviting them to join us and discover just how exciting and naturally delicious veg-led eating can be.”
To further celebrate the launch, Gosh! will showcase the new brand platform through an in person ‘Veg Rave’ activation in London later this summer, transforming a local greengrocer into a one off veg-fuelled party, and giving consumers the chance to experience the brand’s vegetable obsession first hand.
Media buying was handled by JAA Media, with PR and communications by Capture Communications.
