HELLOFRESH
BRING BACK
DINNERTIME
HelloFresh wanted to spotlight their growing list of product improvements without it reading like a features list.
To make people care, they needed to feel something, and for HelloFresh, that's found in the small, relatable moments of family dinnertime: the bits that make cooking easier, tastier and connected.
Who better to talk about the food improvements than the ingredients themselves? But they don't just talk. They're on mini mealtime missions, showcasing the relatable moments that add up to bringing dinnertime back for the whole family.
Meet the gang!
Pak Choi
Linguine
Spice Mix
Tomato
Steak
Salmon
We developed six ingredient characters, each with a personality linked to its own food characteristic: Steak is secretly tender, Tomato is super sweet, Linguine gets easily wound up, and so on. These characters carry three different stories across three ads, each produced in a range of aspect ratios and durations for 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, from the picky-teenager spaghetti-western stand-off to Dad fussing over his perfectly cooked steak. 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
What did I do?
Concept / scripts / art direction / casting / shoot / post / additional assets
HelloFresh
Drummond Central
Rich Coulson
Natasha Taylor-Price (photography) / Abs Malton (films)
Rich Rippon
Nichola Elgie / Jessica Eaton / Faith Davidson
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