Flavour discovery through your DNA


Half of Brits would feel more excited to try new flavours, but need a little prompt or compelling reason to do so. DNA dishes promoted flavour discovery by connecting you to your food heritage through a DNA test. Fronted by Professor Green and AJ Odudu, they were matched with the findings of their own ancestry to a recipe from Gousto. People could then order a limited edition DNA dishes testing kit. They sold out in just 8 minutes! These confident and adventurous cooks could then explore foods from all over the world via our online cookbook and match their own ancestry with new dishes.


With our limited edition DNA Dishes testing kits and our partnership with Living DNA the campaign allowed you to test your DNA, find out more about your heritage and explore the foods of your ancestors.

To launch the campaign, we made a short film with Professor Green (35% French, 20% German, 12% Irish, 10% South Central England) and AJ Odudu (95% Nigerian, 3% Burkina Faso, 2% Cameroonian) where they find out about their heritage and then cook a dish based on their results.


We created a campaign identity, visual language, campaign landing page where you could sign-up for the DNA Dishes testing kit and explore recipes on the platform, a suite of assets across the user journey and social.



Agency: Manifest
Role: Creative Direction

The Work

Speedo Swim StoriesSocial content

Gousto DNA DishesSocial campaign

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Nike Do ItAdvertising

Hope not HateBrand Identity

Grit and BodyBrand Identity

Nordic BalanceBrand Identity

Bloomberg Art + TechnologyEditorial content

Next-gen storytelling

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