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By Audrey Kemp | LA reporter

August 14, 2023 | 3 min read

The meal kit company’s latest campaign sees an unlikely pair perform attention-grabbing stunts and launch a new recipe series.

A lighthearted ad campaign launched by HelloFresh today sees culinary creativity and celebrity flair collide.

In a series of new spots, Grammy-winning music maestro T-Pain and Silicon Valley star Jimmy O Yang lock horns in friendly battles to earn the coveted title of ’Next HelloFresh Spokesperson.’

In the hero spot, Yang takes the plunge and gets the ultimate show of commitment – a HelloFresh logo tattoo inked on his neck. Not to be outdone, T-Pain rolls out a HelloFresh green car on to the scene.

”We’re excited to partner with T-Pain and Jimmy O Yang who bring their signature styles and sense of humor both to our ads and to our menus,” said Marcus von Franck, chief marketing officer at HelloFresh US. ”Our goal is to always make cooking an enjoyable, thrilling, and delicious experience. We are confident that our customers will love the bold flavors and unique flavor combinations of Jimmy and T-Pain’s recipes.”

Running with the theme of unexpected pairings, the T-Pain-Yang duo also helped develop ‘Eats by T-Pain and Jimmy O Yang,’ a new series of four recipes that blend Southern and Asian cuisine from Yang’s Hoisin Chicken Flatbread with Sizzling Scallion Ginger Oil & Cucumber to T-Pain’s Hot Chicken Mashed Potato Bowls with Roasted Green Beans & Gravy.

The dishes will be available to HelloFresh subscribers from August 20 to September 16.

“Man, I had a blast collaborating with Hello Fresh on these recipes,” T-Pain said. “The mix of ingredients is a shock to your palate – in the best way possible.”

Ideated in-house and developed in partnership with D’Marie Productions, the campaign rolls out today across streaming, linear and digital TV, out-of-home, social media, paid social and more.

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