The Drum Awards Festival - Extended Deadline

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Client: HelloFresh
Date: Sep 2017
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HelloFresh, a leading meal kit delivery company, has launched the first of three commercials in a new national TV campaign that puts real HelloFresh customers – specifically families – at its center. Through showcasing authentic, HelloFresh users, viewers can see themselves in these families, speaking to everyday home cooks, not chefs. They all want to cook delicious food, but need the simple recipes and fresh ingredients to inspire them. HelloFresh knows and shows them that they can have fun in the kitchen.

The campaign, created in partnership with Pure Growth Consulting, a NYC-based independent media/marketing, creative and innovation company, focuses on how these customers’ lives have been enriched by cooking with HelloFresh – whether its building family, creating memories or helping people through tough times. The roll-out of the new creative campaign supports HelloFresh’s accelerated growth trajectory as it continues to attract new customers in high volume and build brand loyalty.

The first :30 spot features the Haines, a busy family of four who incorporate HelloFresh into their dinner routine as a way to connect with each other. They cite: “It calms the chaos,” and that “HelloFresh was an easy way to get on the same page for dinner. It was one of the only times to connect, especially now that we have our little one.” The spot ends with the brand’s tagline and call to action: “HelloFresh. Get Cooking.” Two additional :30 spots will launch in the coming months, along with :15 cut downs of each.

The commercials begin airing September 20 on US national cable networks.



Matt Fitzgerald, VP of Marketing

Jenni Friedman, Director of Brand and Creative

David Webb, Director, Growth – Media Strategy

Clementine Berlioz-Artaud, Senior Manager Social Media


Chris Clarke, Director, CCO and Co-Founder

Dani Simpson, President and Co-Founder

Kristina Lock, Group Account Director

Andria Castellano, Executive Producer