HelloFresh, one of the leaders in the still-nascent, closely watched meal kit market, continues to invest heavily in marketing and trial discounts in the U.S.
And its evolving advertising approach speaks both to growth and to the ability to do less explaining about the meal kit concept and more targeted benefits messaging.
Three new HelloFresh TV ads, from New York-based Pure Growth Consulting, continue the brand’s “Get Cooking” tagline, and a spirit of the joy of cooking. But whereas its “Tonight We Cook” spot that had been running since January, from Domani, featured a range of actors spanning ages and lifestyles and voiceover messaging, the new creative focuses on families, using the stories of real HelloFresh customers told in their own voices. There’s also a new emphasis on how the meal kits’ convenience can help families spend more — and less stressful — time together.