Gourmet Garden: Fresh Starts with a Squeeze

People love cooking. But they hate how long it takes. So when Gourmet Garden asked us to sell more herb pastes, we didn’t make it complicated. We simply showed how a simple squeeze could put the joy back in cooking.

We created the "Fresh starts with a squeeze" brand platform, starting with a creator led social campaign. We partnered with vibrant content creators speaking to a selection of audience cohorts to show how Gourmet Garden herb pastes put the sprig back in the step of home cooks.

Think less "here's another cooking tutorial" and more "here's how food brings people together." Not polished chefs. Not perfect kitchens. Just authentic moments from authentic creators showing how a simple squeeze of Gourmet Garden helped preserve family recipes and create new memories.

Results

Our most successful content came from cultural storytellers, because in a country of microwave dinners and meal kits, people are hungry for something real.

• 5.9 million Australians reached (that's one in five people)

• 64% higher view rates than average (people watched because it felt real)

• 4.6% lift in brand awareness (they remembered because it mattered)