- Edible packaging
Brief: Drive talkability, brand awareness and excitement around our new edible packaging to reinforce our sustainability and Bcorp creds.
We’ve spent the last few months working with packaging innovators Xampla on some new stock cube packaging that is edible and dissolvable. The new packaging is now ready to test, so we need to launch it so customers will want to give it a go.
We got 56 clicks through to the blog from our Instagram story
Blog post - click to read
Our social posts got a collective reach of 118K and the ER was 2.51% which exceeded our internal KPIs for food/brand posts and almost double our sustainability KPIs. The LinkedIn post from Timo shared by Gousto got the most likes in our history.
Plus, the packaging trial sold out in 45 minutes.
User experience through the menu
Email received by people who opted in to the trial
In-box flyer received alongside the prototype
The piece attracted a lot of attention from journalists resulting in 16 pieces of strongly messaged coverage, with 7 in our top tier titles.
“Gousto trials edible stock cube wrappers to cut plastic use“ - The Grocer
“Gousto trials world’s first edible packaging made from pea protein” - Retail Times
“Gousto trials edible stock cube packaging made from pea protein” - Environment Times
“Trials for first edible packaging made from pea protein announced by Gousto” - Business Leader
“Recipe box brand Gousto trials edible, plastic-free packaging“ - Edie
“Gousto launches edible packaging“ - Fresh Produce Journal
“Meal Kit Brand Tests 'World’s First' Edible, Dissolvable Flexible Film Made from Pea Protein” - Packaging World
“British meal kit company trials edible packaging made from pea protein“ - Ingredients Network
CREDITSSenior Copywriter: Sophie Lain
Senior Designer: Matt Gray
Senior Social Media Manager: Lara Southwell
Senior PR Manager: Natalie Jay
Photographer: Max Jowitt
Food Stylist: Jenny Brown
Head of Creative: Katie Rosen
Brand VP: Anna Greene