Creative Strategy & Concept | HelloFresh | 2024
I joined HelloFresh for a quick sprint to help the team crack the message behind its 360° global Back-to-School campaign.
The brief: every family is unique, so HelloFresh wanted to show how its easy dinner kits are the perfect fit for every taste, every table.
The challenge: find a line that could speak to all of them.
My instinct was to build on Hello, the word that carries all the warmth of the brand. A universal word that opens doors, just as dinner opens the evening.
The idea shaped the film: a seamless journey through homes and kitchens, showing how every family has its own way of living, cooking, and sharing dinner.
HelloFresh, Hello Dinner.
A warm greeting that became the brand’s new tagline, rolled out across 13 markets.
Bonus fact: I worked from HelloFresh HQ, got to try most of their boxes — 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