Enjoy HelloFresh This Autumn - try a new recipe everyday!

HelloFreshSE

Campaign Type

Paid

Set your desired compensation when applying to the campaign.

Apply to Campaign

90 days

Paid Social Usage Rights

180 days

Organic Usage Rights

The Goal:

Performance-driven content for customer conversions, increased purchase intent and consideration for HelloFresh UK paid social campaigns.

About the HelloFresh:

HelloFresh's service allows you to skip meal planning and grocery shopping. HelloFresh delivers step-by-step recipes and fresh, pre-portioned ingredients right to your door. First, you set your meal plan preferences with options for carnivores, vegetarians, calorie-counters, and more. You’ll choose from 30+ delicious weekly recipes carefully put together by our chefs. Then, you’ll receive those recipes with easy-to-follow instructions on the day of your choosing. You can skip a week or cancel anytime if your needs change.

Content thought starters:

Our biggest unique selling points are:

Convenience: Every week new recipes delivered to your door, and no commitments: pause or cancel your subscription at any time! You can also customize each week’s box as you want, increasing the number of meals or servings per week, and switching between our different types of boxes. You can also choose from our rapid selection to get your food done in under 20 minutes!
Peace of mind: No extra stress after your day thinking or planning dinner for your family - we have you covered! - You have one thing less to think about during your routine, while we’re adding an extra special touch to your family moments. All this while also taking care of the environment - We take sustainability seriously!
Quality: Most of our products are locally sourced, and we guarantee the best quality and freshness in our ingredients.
Sustainability & Value for money: sourcing of local and exotic ingredients that are pre-portioned, meaning there’s little to non food waste. And our prices have been compared to be 32% cheaper than the supermarket. No need to mention the exact details but our service helps the planet and the customer’s wallet.

Content Deliverables:

You'll be creating the below pieces of content. You can find more details on each of them in the task section.

1x Instagram Story
1x Instagram Reel
1x Instagram In-feed carousel
1x Facebook Feed Post

Content Brief:

As thought starters for these deliverables, we have laid out 3 templates you can select from (refer the style guide section for more guidance):

Problem, Solution, Result - Show the problem you had , and then the solution, then the result - you are extremely satisfied with your meal.
Unboxing- Show your HelloFresh box in the first 3 seconds & tell the 2 things that you love most about it.
Product Demo- Create a fantastic meal for everyone to see, using the HelloFresh box.

The proof of HelloFresh to bring to life

The most important thing to show are the easy to follow, pre-portioned ingredients since we are promoting healthy, delicious meals that follow sustainability and avoid food-waste. And the attractive discount to new customers only.

Proof points: Price matters the most to our audiences, they think that HF boxes are more expensive due to it’s a subscription service, but after doing the math, our meals are 27%-32% cheaper than the supermarkets, we always offer a strong incentive or a discount to new customers. So we will use this to our advantage.

What makes HF stand out against it’s competitors: Variety and affordability. not only we have mealkit, we also have ready to eat quick meals, which can be warmed in the microwave. We offer variety of add-on products and desserts which most competitors don’t.

Important Content Guidelines

Video: Creators are preferably visible throughout, also have close up shots of the cooking process

Image: Box to be predominant in the shots

Overall: Creators are speaking clearly and with good phase to the camera

Please write 'HelloFresh" in your texts, no space between Hello & Fresh, and please capitalize H and F.

Campaign Timeline:

This will be a 2- to 3-week-long campaign which will follow the below timeline:

Day 1: Open for applications

Day 5: If you’re selected, you’ll receive a contract from within the platform that you’ll have 48 hours to accept.

Day 8: You’ll receive further instructions on product shipments and/or any additional content guidelines.

Day 15: You’ll have 7 days to create the first draft of the content and upload here for review and approval

Day 21: If content is approved, you can post it live on your social accounts. If there are any revisions required, you’ll be given another 72 hours to make the required changes and upload again for submission.

Social posts