Creative Strategy & Concept | HelloFresh | 2024
A global campaign built around one simple word: Hello.
I joined HelloFresh for a creative sprint to help the team define the message behind its 360° Back-to-School campaign. The goal was to highlight how HelloFresh’s easy dinner kits fit every table and every taste… because no two families cook or live the same way.
Working closely with the brand and creative teams, I helped shape the campaign strategy and contributed the core idea and line: HelloFresh, Hello Dinner.
A natural evolution of the brand name, it turned “Hello” into a warm, universal greeting, the spark that opens doors and evenings alike.
The line became the backbone of the campaign film, celebrating everyday dinners across cultures and homes, and rolled out globally across 13 markets.
Bonus fact: I worked from HelloFresh HQ, tested a few dinner kits between meetings, and can confirm: it’s actually fresh for lunch, too.
Client: HelloFresh Group
Agency: In-house Creative Studio
Director: Dan French
Photography: Katia Wik
Production: Le Berg