Social Campaign
Hello Fresh
Fresh Adventures
Hello Fresh can help you travel the world without leaving your home. Let’s take people on a culinary journey by delivering the world’s greatest cuisines, one box at a time.
Bon Appetite voyage
The highly unexpected impact of Covid19 grounded all travel plans for most of 2020. However, it also led the nation to rediscovering the joys of home cooking. People found comfort in cooking, and used it as a form of escapism.
Fresh Adventures was a summer campaign proposal, intended to bring a little joy and escapism to folks over the summer and toshowcase the world of cuisines that HelloFresh offer. Afterall, food is one of the most exciting aspects of travel.
Launching with a social content series: Step-by-step recipes from all over the world, taking viewers on a journey through our recipes, complete with travel cues hinting to the adventure side of the experience.
For those living vicariously through their Pinterest boards: Targeted promoted pins transported them to wherever their wanderlust hearts desired.
Creating positive PR: Reaching out to people who had tweeted about their summer holidays being cancelled and providing them with a little solace, by responding to their tweet with an offer to receive a free Fresh Adventures box tailored to their holiday destination.
A series of foodies from the all over the world hosted LIVE Fresh Adventures cookalongs on IGTV / Facebook Live.
Inside the Fresh Adventure boxes, aside from the ingredients, included printed promotional material around the campaign, such as stickers and stamps from our countries and small editorial zines about the featured cuisines and cultures.
& little meal time extras for more of an authentic dining experience like chopsticks for example.
Even the recipe cards had Fresh Adventures cultural tips & tricks:
- Local tips on preparing the dish the traditional way
- Phonetic pronouncation of the name of the dish
- Cultural mealtime customs
The Fresh Adventures landing page takeover, leveraged the Hello Fresh existing user base, getting them excited to discover the best cuisines from around the world with Fresh Adventures.
Launching Fresh Adventure digital passports & stamps, to record customers foodcations - gamifying the Fresh Adventures experience.
Stickers were also available on social - because everyone loves to brag about their exotic ventures.