Plant-based brand Gosh! has unveiled a marketing campaign named ‘Mad About Veg’, which is a new platform designed to encourage more shoppers to embrace vegetable-based eating.

The integrated campaign aims to broaden the brand’s appeal for health-conscious shoppers and strengthen its connection with the existing consumer base.

The brand’s marketing activity will highlight the range of plant-based products which shoppers can add to their diet, including falafels, bites, burgers and sausages.

The campaign features a series of videos which show the brand’s enthusiasm towards vegetables.

A hero video displays the fictional world of Gosh! staff members who show appreciation for vegetables, which will run across social media, CTV and YouTube.

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Additionally, there will be OOH campaign activity which will run across the London underground network and rail services.

This launch comes as shoppers are seeking simple and recognisable ingredients as well as looking for ways to eat more vegetables in their daily diet with fibre as an important part of the meals.

Gosh! aims to make veg-led eating more appealing to a wider mainstream audience to assist consumers with reaching their health goals without compromising on taste.

The business is also set to launch an in-person marketing activation in London later during this summer to give consumers a chance to sample the brand’s vegetable products.

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.”