{"id":3454,"date":"2025-05-29T14:12:22","date_gmt":"2025-05-29T13:12:22","guid":{"rendered":"https:\/\/incite.strat7.com\/?page_id=3454"},"modified":"2025-07-21T13:56:10","modified_gmt":"2025-07-21T12:56:10","slug":"gousto-brand-positioning","status":"publish","type":"page","link":"https:\/\/incite.strat7.com\/en_us\/work\/gousto-brand-positioning\/","title":{"rendered":"How do you make a difference in a crowded category?"},"content":{"rendered":"
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All the best ingredients<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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How do you make a difference in a crowded category?<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Based on what we already knew about customers and the category, we quickly set about building a refined brand positioning with an agile approach.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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The best laid plans<\/h2>\nBefore the first Lockdown in 2020, Gousto came to us to help them define their core target customer. They had a successful business and needed a better understanding of which potential customers to focus their energies on to drive further growth.\n\nOur plan to create a\u00a0segmentation<\/a>\u00a0for them had to be put on pause as people everywhere started adjusting their habits. But the client still needed our support to maintain marketing momentum in the meantime \u2013 the need for new advertising was never more urgent.\n

Not all boxes are the same<\/h2>\nBased on what we already knew about customers and the category, we quickly set about building a refined brand positioning with an agile approach. In online focus groups, we cast the net wide, talking to customers, competitor customers and people who hadn\u2019t yet tried the category and got to grips with their needs and expectations.\n\nWe listened and paid attention not just to what we heard, but also what went unsaid about the needs and pressures of mealtimes at home. This then allowed us to create a clutch of exciting insights to build the brand\u2019s new positioning on. The key to this was in being true to the brand\u2019s unique strengths and differentiating Gousto\u2019s offer from competitors.\n

A Gousto recipe for success<\/h2>\nOur new insights helped revitalise the brand and its communications, and as soon as it was appropriate, we got back to work on our original landscaping and segmentation plan. By working closely with the team and understanding what they required to move forward, we were able to give them the ingredients they needed:\n