The largest meal-kit provider in the United States and pioneer in subscription based meals, Hello Fresh offers pre-portioned ingredients and delicious recipes delivered right to your door.
Creative Director
Lead the creative team in new biz initiative to demonstrate our leadership and expertise in performance marketing. Through my guidance and partnership with leadership, we conducted an analysis on Hello Fresh’s current direct mailer control. The result was new creative that raced their top performer in market.
NOTE: We had a few rules to follow based on cost limitations which allowed for a clean test: 2-color processing on EO and letter / tip-on card and variables guidelines.
Before we get into the creative, we must understand the customer.
Customer Insight
Prospect Mindset
“I have a lot going on in my life. I’m not opposed to cooking. I care about my food and the quality of the ingredients, but I don’t have hours to spend in the kitchen.”
“I find myself making the same dishes or grabbing takeout more than I would like.”
Prospect Barrier
Price sensitivity
Insufficient communication of RTBs
Questions about how Hello Fresh works
Top Hooks For Engagement
Save Time & Money
Enjoy an easy new way to make putting healthy and affordable dinners on the table — in as little as 20 minutes.
Stress-Free
Make your weeknights easier with fewer trips to the store, pre-planned meals for the whole family and minimal cleanup.
Discovery
Choose between 50+ chef-curated meals every week and discover a wide range of fresh, simple and delicious meals.
