Home launches new brand strategy and campaign for HelloFresh
Social first agency Home has collaborated closely with HelloFresh to develop the overall brand concept and repositioning for ‘the new HelloFresh’. Centered around the new brand promise ‘No More Boring Food’ and a multi-year partnership with culinary expert Miljuschka Witzenhausen, HelloFresh is launching a large-scale, social-first campaign aimed at breaking the weekday dinner rut in the Netherlands.
The driver behind this new brand trajectory is clear: the majority of Dutch households perceive their weekday dinners as boring and predictable. To disrupt this monotony, Miljuschka and HelloFresh literally and figuratively break through the roof of the Dutch kitchen in the new campaign.
The creative strategy developed by Home features striking, fast-paced social-first formats at its core, which seamlessly extend across TV commercials and Online Video (OLV). In addition to serving as the campaign’s ambassador, Miljuschka has developed exclusive weekly recipes available on the HelloFresh menu.
“Before you know it, routine wins over curiosity, and dinner turns into a daily rut. With our new promise, we want to put an end to boring dinners. And if anyone can bring that excitement back, it’s Miljuschka. She is bold and explosive, full of color and flavor. When Miljuschka does something, she goes all in. Together with our creative agency Home, we came up with a concept that is just as striking as she is.”— Jeremiah Albinus, VP Marketing Benelux at HelloFresh
