For HelloFresh's global Q3 Back-to-School campaign, the goal was to connect with busy families and couples facing the stress of midweek dinners. The campaign's central message: With HelloFresh, you can win the week by getting Midweek dinners sorted.
Background & Challenge:
Families often experience decision fatigue when planning weekday meals. The challenge was to shift this perception and position HelloFresh as a trusted partner that consistently reduces the mental load throughout the week.
Families often experience decision fatigue when planning weekday meals. The challenge was to shift this perception and position HelloFresh as a trusted partner that consistently reduces the mental load throughout the week.
My Role
As part of the global design team, I was responsible for executing lower-funnel assets while also supporting cross-market localisation.
My contributions included:
As part of the global design team, I was responsible for executing lower-funnel assets while also supporting cross-market localisation.
My contributions included:
- Global Statics (Lower Funnel): Designed static assets for Paid Social and Display that delivered the campaign message and promoted the Free For Life (FFL) offer. I developed three concepts — single treat, double treat, and triple treat — each with two variations based on the products available in each market. I also managed one designer to adapt visuals across local markets, ensuring dishes and messaging aligned with regional needs.
- Dynamic Product Ads (DPA): Developed two core video concepts (with two variations each) and two static concepts (with two variations each).
Additionally, I created a DPA Smartly guide for the internal team to streamline workflows and serve as a reference for future campaigns.
Creative Approach
The aim was to deliver food photography and clean layouts that emphasised clarity, taste appeal, and practicality. All assets were localised for different markets.
Outcome
The assets helped deliver a cohesive global campaign across all channels by focusing on relatable pain points for each market and adapting copy and visuals accordingly. The campaign reinforced brand trust and nudged users toward conversion.
The aim was to deliver food photography and clean layouts that emphasised clarity, taste appeal, and practicality. All assets were localised for different markets.
Outcome
The assets helped deliver a cohesive global campaign across all channels by focusing on relatable pain points for each market and adapting copy and visuals accordingly. The campaign reinforced brand trust and nudged users toward conversion.
Platforms Used
Paid Social – Smartly
Display – Celtra
Paid Social – Smartly
Display – Celtra
Other sizes - Affiliate
DPA Video assets