The multichannel campaign focuses on making weeknight dinners easy and enjoyable for families.

At the center of the campaign is a hero ad that takes a hyperbolic and highly visual approach. It highlights a wide variety of unique families, each with their own eccentric style – whether Eurovision lovers, modern art enthusiasts, or tennis-obsessed.

The 30-second ad is a fully immersive, fast-paced journey across family situations. Moving quickly from home to home, viewers can see the different stages in the HelloFresh customer experience, from delivery to unboxing, cooking, and dining together, as well as choosing next week’s dinners on the brand’s app.

Patrick Stal, senior vice-president of international marketing at HelloFresh Group, exclusively told The Drum that the meal kit maker is entering a “new era” that includes its first foray into sonic branding.

He said: “Our in-house creative team has successfully merged this bold new creative direction with innovative AI practices to fuel a truly integrated global campaign.

“My aim is that we become the world’s best direct-to-consumer meal marketing team. This ambitious goal can only be achieved by consistently placing our consumers at the heart of everything we do – a commitment that is deeply rooted within our international marketing team at HelloFresh.”

The campaign also introduces the ‘Hello Dinner, Hello Fresh’ tagline and will be featured across TV, out-of-home, radio, Meta, YouTube, influencer marketing and display.

According to market research platform Kantar, this ad will have long-term effectiveness and be remembered by audiences. Over half of the viewers watching this spot found it highly engaging and will likely want to try the product themselves.

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