Gosh! is Mad About Veg in new CTV & OOH campaign from Insiders

Plant-based food brand Gosh! has launched a cross-platform ad campaign celebrating its unapologetic, cult-like devotion to vegetables.

Created by Insiders, Mad About Veg is a new brand platform that is being unveiled across, CTV, OOH, YouTube and social today. Media was handled by JAA Media.

Rather than aiming to convert meat eaters, or focusing on dietary choices, the campaign will celebrate vegetables in their natural state, shining a spotlight on the passion for and power of real food, however people choose to consume it.

In an age where consumers are rejecting ultra-processed foods (UPF) and increasingly tuning in to the power of vegetables and whole foods in their diets, the four-week campaign is designed to move the conversation away from the formality of labels such as vegan or meat free. Instead it uses humour to strengthen the brand’s emotional connection with existing consumers while broadening its appeal beyond traditional plant-based audiences.

Through Mad About Veg, Gosh! aims to show that eating more veg can be every bit as exciting and flavourful as it is nutritious, making it easier for consumers to achieve their health goals without compromising on taste and enjoyment.

Insiders created two tongue-in-cheek films set in the real Gosh! offices, where the employees’ enthusiasm for vegetables borders on the absurd – bringing the Mad About Veg spirit to life. The hero video depicts a new employee being tested on his knowledge of veg from the scent alone, while another shows the commitment of a colleague struggling to ‘rescue’ a giant marrow as part of a company fire drill. 

Meanwhile colourful, eye-catching OOH posters outline the ways in which Gosh! is Mad About Veg, 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’.

OOH will run across the London Underground network and mainline rail services, while a social presence includes video on demand activity on social media and YouTube. 

An experiential event will be unveiled in the form of a ‘veg rave’ in London later this summer – transforming a local greengrocer into a one off veg-fuelled day party, and giving consumers the chance to experience the brand’s vegetable obsession first hand.

Josh Clarricoats, founder of Insiders, said: “The campaign elevates everyday veg from humble ingredients through a playful and exaggerated lens, celebrating the power of veg whilst breaking free of category tropes of health, restriction or meat replacement.

“Not only is Gosh! entirely UPF-free, unlike a lot of plant-based brands, but it also has a very distinctive name and branding so we wanted to harness the impact of those. Mad About Veg is an unapologetically surreal expression of Gosh!’s obsession with the stuff that eats the sun for breakfast, creating a brand world that’s unmistakably and uniquely Gosh!”

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.”

Source: Insiders

  Advertising, Campaign, CTV, Gosh!, Insiders, London Underground, Marketing, OOH, UK