London – 12 March 2024: Following the second instalment of its Steal The Show brand campaign in January, Gousto has launched a partnership with the hugely popular animated kids TV show Bluey in collaboration with BBC Studios, supported by an integrated through the line campaign.
The partnership was devised by Gousto’s in-house Brand and Creative teams with BBC Studios and Ludo Studio, with supporting media by the7stars and PR by Manifest London, following a new survey commissioned by Gousto reveals that only half (48%) of British parents make the time to sit down as a family to enjoy a meal together every day, demonstrating the appetite to spice up the dinner table. To help make fun family memories together like Bluey does with her sister Bingo, mum Chilli and dad Bandit, the recipe box has designed dinners that will ignite kids’ imaginations and taste buds alike, and get everyone around the table together.
Gousto’s latest family range comes with recipe write-ups and reviews authored by the most discerning food critics – kids, in a bid to get kids more passionate about what’s on their plate. Kids across the nation have been donning their chef hats and entering the critic chat, sharing their honest verdicts of the new recipes, hilarious reactions and all. These ‘mini critics’ describe the new range as “creemy and yummee” (York-based mini critic age 5) and “spisee and smelt lovely” (Glasgow-based mini critic age 4).
Bluey’s Family Dinner range also aims to get both parents and kids to enjoy the same meal together at the dinner table, following findings from the Gousto research that nearly 3 in 10 parents (28%) frequently prepare separate meals for their children because they’re unsure if they will like adult meals.
According to the survey from Gousto, a huge 84% of parents are looking for ways to make mealtimes more exciting as parents agree that children involved in meal preparation express creativity through storytelling with food, such as decorating baked goods (51%) and imaginative presentation (31%). Imaginative adventures to culinary destinations such as a Pasta Plains and Cheese Mountains, or going on curry quests can make mealtimes more appealing to some young children.
Launching with a digital-first campaign, families are invited to a dinner with Gousto and Bluey through engaging social content on Meta, TikTok, and sponsorship on YouTube via Connected TV. Merging real-world gastronomic marvels with Bluey’s magic, the creative seamlessly blends the culinary wonders of the kitchen with Bluey’s iconic mealtime moments. The goal is to unite households across the UK, transforming ordinary mealtimes into family adventures, inspired by Bluey.
Anna Greene, VP Brand, Insights & Strategy at Gousto comments: “We’re thrilled to announce our partnership with Bluey, bringing families a delightful selection of Bluey inspired dishes to cook at home. Whether your little ones are hankering for something extra cheesy, a little bit spicy, or you’re aiming to sneak in a few more veggies, we’re serving up family-friendly dishes that even the Heelers would enjoy! With an unrivalled selection of over 250 recipes to choose from every week, we cater to all household tastes and sizes”
Supported by a PR campaign that leverages data insights into modern family meals, featuring Gousto ambassador, comedian and headline influencer Katherine Ryan and some of the UK’s most influential parenting influencers, kids nationwide are inspired to share honest reviews of the new Bluey’s Family Dinner recipes. Leading the comedic kids’ reviews crowdsourced from UK families with her usual sharp wit and humour, Katherine Ryan will utilise her 1 million social media followers to share funny videos of kids’ reviews while encouraging consumers to try the new range.
The Gousto experience doesn’t end there, extending from a Gousto box that magically morphs into the Heeler family’s house to the engaging Table Talk game that unites families through conversation at the dinner table. Gousto demonstrates that family meals can be both convenient and tailored to everyone’s tastes, all while adding a touch of Bluey fun to the mix. The much-anticipated Bluey’s Family Dinner range is available for families to order now.
Discussion about this post