HELLOFRESH
BRING BACK
DINNERTIME
Context
HelloFresh came to us wanting UK families back round the table, keen to shine a spotlight on their ever-growing list of product improvements.
Strategy
Product improvements have a habit of sounding like a boring features list. For people to care, they need to relate and feel something, and for HelloFresh, that comes through in the small, relatable moments of family dinner time, the bits that make cooking easier, tastier and more connected.
Solution
Who better to talk about the food improvements than the ingredients themselves! But they do more than just talk, they're on mini meal-time missions, showcasing the relatable moments that add up to bringing back dinnertime for the whole family.
We created six ingredient characters to tell three different stories across three ads, each with a range of aspect ratios and durations, pushed out across YouTube and Meta.
Making product improvements resonate in a meaningful way is no easy job, so there was an opportunity to have a laugh and inject some real British humour. That's my bread and butter.
A lot of British humour comes from relatable moments: someone nicking the last biscuit, the dog getting to your dinner before you do, the kids texting from upstairs rather than coming down. And where better to bring these comedic moments to life than around the dinner table.
Believe it or not, these three 30-second ads, alongside a photography shoot, were all done in one day. This job had a lot of time pressure, but the incr-edible team pulled it out of the bag.
As well as the films, this idea needed to stretch across multiple lower-funnel formats, each with a specific job to do for reconsideration. Here are just a few examples of that, where we used our characters to talk about new improvements – through an emailer, an in-app widget, or a die-cut leaflet.
This brief amounted to so much more than first anticipated. What started off as a potential one-off has become something the team and the client truly believe in, with plans to build the characters into distinctive brand assets.
This project was truly a pleasure to oversee, one that will be a highlight of my career, and I have my very talented team to thank for that.
BTS
HelloFresh
Drummond Central
Rich Coulson
Natasha Taylor-Price / Abs Malton
Rich Rippon
Nichola Elgie / Jessica Eaton / Faith Davidson
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