HelloFresh New Zealand
How to DINNER

The Challenge: Disrupt the meal kit category by positioning HelloFresh as the simpler home cooking experience.

Brief

The simplicity of the HelloFresh experience makes delicious meal kits more accessible to every Kiwi family, not just ‘chefy’ ones.

Idea

We created a 5-episode cooking show called ‘How to DINNER’ with Jordan Watson, better known as How To DAD. More famous for his comedy home-made ‘how to’ YouTube videos co-starring his daughter, than for his home-made cooking, who better to demonstrate how simple meal time is with HelloFresh.

Strategy

Our content-to-commerce strategy consisted of 50+ outputs that were delivered across a full funnel, multi-channel media strategy inclusive of social media and publisher partnerships with NZME and MediaWorks. These were true partnerships with the publishers, co-branding the content so that they were able to treat it more like the launch of a cooking show made for their audience than a traditional media deal, allowing for deeper integration and extensive media value across TV, radio, print, digital, VOD and social.