The starting point
HelloFresh was already active across many channels. The task was to identify new communities and audiences and integrate them profitably into the existing marketing mix.
About HelloFresh
HelloFresh was founded in Berlin in 2011 and is the world's largest meal-kit company. It is publicly listed and active in a double-digit number of markets. Marketing at HelloFresh is not a side show but the core of the model: growth depends on continuously winning new customers and keeping them across several deliveries.
The mix is correspondingly broad already — and it is correspondingly hard to add anything to it that pays off.
Our approach
We built native placements across influencer marketing channels and podcasts. Authentic storytelling made the brand visible in new communities and activated them for new-customer acquisition.
First the question of where anything is left at all
With a mix this size, the most expensive decision is entering a channel that will never pay off. So what came first was not a campaign but a selection: which channels are not yet used systematically and offer a realistic chance of profitability?
Native means staying inside the content
A meal kit can be shown, not asserted. In a cooking stream or a podcast that is already about food, the product is not a foreign body. That is precisely why the brand was not lifted out of its content context.
Complement rather than replace
The new activity was not set against the existing activity but alongside it. A channel that looks good in isolation but merely redistributes existing demand is not growth.
