The Challenge: With market leading penetration, but consideration and re-consideration increasingly hard to shift, HelloFresh had to offer more than convenience to attract new customers.
When you cook every day of the week, you end up settling for less than delicious meals a lot of the time, either because you’re short on time, or inspiration or motivation or all of the above.
Make every day delicious. HelloFresh offers easy and flexible ways to create something delicious, no matter what life’s thrown at you and what day of the week it is. Even a rainy Tuesday.
We landed a different product proof point for each day of the week via a modular infomercial, hosted by brand ambassador Sophie Monk and featuring a range of featuring a range of celebrity talent cameos. The campaign roll-out commenced via long-form video, distributed by multiple talent for maximum scale and impact. We then sequenced product-led consideration ads with clear calls to actions to ensure a full-funnel result and maximise comprehension of multiple product benefits.
The campaign is currently live.
