The Media Lab head to the kitchen with Gault’s

Gault’s, the company co-founded by Simon Gault, the original judge of Masterchef New Zealand, and Nick Baylis, a long-time advertising executive, has enlisted the services of The Media Lab to assist in the launch of their latest product line, Gault’s flavour shots, which comprises of herb and spice seasonings.

This is the first significant new product line launch for the company for a number of years. Gault’s is hoping to get New Zealanders to add more than just a pinch of spice and instead add a flavour shot seasoning mix prepared with a combination of up to ten different herbs and spices to their cooking regime.

Antony Young at The Media Lab says: “The insight that is driving our campaign is that even confident home cooks under season their dishes.  That’s why restaurant food always taste so much better than most home cooked meals.”

This is a natural expansion of Gault’s stock concentrates that have become the premium stock product on supermarket shelves. “By adding a ‘shot’ it gives the right ratio of fresh herbs and spices to your existing go-to recipe that can transform everyone’s tried and true roast or pasta dish,” said Nick Baylis.

This campaign will be driven by social media platforms such as TikTok, Pinterest, Instagram and YouTube. Simon Gault shot over 25 different reels which will be released across the next three months, supported with posting by content creators and influencers. “We want to mobilise Simon’s loyal fan base, but also introduce the Gault’s brand to a broader group of users,” added Baylis.

Young says: “Simon was a great sport and his enthusiasm and knowledge in the kitchen is infectious.  We’re targeting the meal kit delivery convenience consumer that are time poor and wanting to add that extra bit of zest and taste to their home cooking.”   

Gault’s Flavour Shots can be found in Countdown supermarkets nationwide and online at Simon Gault and Gault’s Deli.

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