Partnerships

We love Gousto for many reasons, but they just went up even further in our estimations. As well as having an impeccable brand identity (which we also believe can be taken further), they have now decided to pair themselves with another huge brand - Spotify.

On the top right of any new recipe cards, you can now see a QR code that links you to their Spotify playlist - something to listen to while cooking their flavoursome meals. It’s not uncommon to pair with a brand of similar size to your own - it helps to maximise marketing opportunities between you by sharing messages to a common audience - but on initial sight, this took us by surprise. Music is a far cry from cooking so it’s not a natural pairing. This makes us think of two things.

Firstly, that Spotify must surely pair this with marketing on Spotify (it would seem a natural step to do so, although Gousto wouldldn’t be the first or last company to make their own Spotify playlist), and secondly, that Spotify has now reached such echelons of branding whereby other well-established brands use them within marketing and brand elevation strategies. Much like Google has become a verb (you don’t search the internet for things - you “Google” them), Spotify is fast becoming the de facto music provider for the internet and they expect nothing in return. Well done to both brands - to Gousto for using popular other popular services to complement and elevate this brand, and to Spotify for their brand work in reaching the heights whereby they are used in this way.

Who will you pair with?