Grocery delivery firm Hello Fresh has unveiled its first physical retail experience, going from clicks to bricks in order to target hungry London commuters.
Opening today (1 March) for four weeks, the brand's pop-up store in Old Street station will sell its recipe kits in the capital.
The stunt was crafted for the five year-old brand by experiential agency Hot Pickle in response to feedback from customers who said they would like the flexibility of picking up a kit on their way home from work. Bundled ingredients for some of the service's most popular dishes including Teriyaki chicken and sesame crusted salmon will be on offer to the public.
10% of proceeds from the pop-up will be donated to The Felix Project, a London-based charity dedicated to reducing food waste and poverty.
Commenting on the push, Hot Pickle co-founder said Hello Fresh "lends itself beautifully to a physical expression; providing a brand platform to engage directly with consumers and explore products in the flesh."
Hello Fresh was launched in 2012 and currently operates in nine markets including the USA, Australia and Germany. It claims to have over 850,000 global subscribers.