How we helped HelloFresh take back dinnertime.
The objective.
HelloFresh came to us with a clear ambition: to reframe how Aussies think about dinnertime by promoting its new menu, which features a greater variety of premium ingredients and more personalised meal options. The goal was to connect with commuters through a high-impact solution that brought the campaign to life in the brightest, boldest way possible.
How we rose to the challenge.
The solution brought together a multi-touchpoint execution, harnessing our largest and most impactful formats to create an immersive campaign experience.
The Cube®.
The Cube® came to life across high-traffic commuter destination Chatswood Interchange for two weeks, with 3D anamorphic creative turning two adjoining faces of the screen into a jaw-dropping illusion.
Domination.
The Cube® was supported with a full-scale domination, with branded flags, floor and column decals transforming the consumer journey.
Activation.
A 'spin the wheel' activation also uniquely delivered their campaign messaging, encouraging people to compete for a range of HelloFresh prizes and engage with the campaign.
On-screen activity.
HelloFresh’s bold brand campaign was amplified across our retail network. It was upweighted programmatically from Monday to Thursday, 5 PM-8 PM, to double down on the mid-week commuter audience.
"At HelloFresh, our latest product refresh is all about elevating the mid-week dining experience with more variety and premium ingredients than ever before. To communicate that level of quality and choice, we needed a platform that was equally premium and impossible to ignore. The Cube provided the perfect canvas to launch our bold Korean-inspired recipe collection, allowing us to merge high-impact digital storytelling with a fun, physical activation. VMO's format allowed us to connect with urban audiences at scale, successfully turning a busy commuter hub into a celebration of "what's for dinner?”
Chloë Painter, Director of Brand Marketing, Communications & PR at HelloFresh ANZ.
"When HelloFresh came to us with a bold vision surrounding the relaunch of their iconic box as well as special edition meal kits such as their new Korean-inspired recipe collection, we knew we needed a bold tapestry to paint this on. The Cube provided us with the ideal environment to bring our vision to life, showcasing the new box, coupled with activations, giveaways and a full Chatswood domination to launch with a bang. An effort of true collaboration with HelloFresh, Emotive and VMO ensured each available touchpoint was used to ensure a truly unmissable experience.”
Paige Wheaton, National Managing Director at Initiative
