Mad About Veg

Gosh! has launched ‘Mad About Veg’, a new long-term brand platform designed to celebrate vegetables and encourage more people to embrace veg-led eating. Moving away from labels such as vegan or meat-free, the campaign instead focuses on the flavour, versatility and appeal of vegetables across the brand’s range of falafels, bites, burgers and sausages, all made with 100% natural ingredients.

The integrated campaign builds a playful creative world around the idea of being obsessively enthusiastic about vegetables. Its hero film introduces a fictional cast of Gosh! employees whose love of veg borders on the ridiculous, using humour to make plant-based eating feel fun, characterful and approachable. This tone is supported by kaleidoscopic art direction inspired by the illustrations found on Gosh!’s packaging.

Out-of-home executions extend the concept 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”. Running across social media, connected TV, YouTube and outdoor placements including the London Underground and rail services, the campaign marks a broader effort to position Gosh! as a brand built around vegetable enjoyment rather than dietary restriction.