| Title | WORLD'S FASTEST RECIPES |
| Brand | HELLOFRESH |
| Product/Service | HOME DELIVERED MEAL-KITS (RECIPES & INGREDIENTS) |
| Category |
B02. Use of Audio Platforms |
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Entrant
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XXS Amsterdam Schiphol, THE NETHERLANDS
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Idea Creation
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XXS Amsterdam Schiphol, THE NETHERLANDS
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Media Placement
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XXS Amsterdam Schiphol, THE NETHERLANDS
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Credits
| John de Vries |
XXS Amsterdam |
Creative Director |
| René Verbong |
XXS Amsterdam |
Creative Director |
| José Evers |
XXS Amsterdam |
Managing Partner |
| Judith Kampman |
XXS Amsterdam |
Lead Agency Producer |
| Wessel Beumer |
XXS Amsterdam |
Jr. Creative |
| Barend Stegeman |
XXS Amsterdam |
Jr. Creative |
| Peter Horwitz |
XXS Amsterdam |
Master of Sound |
The Campaign
With a little help of everyday technology, we managed to broadcast full length recipes in just 10 seconds. We broadcasted recipes in superspeed during our radio commercials. We called upon listeners to record them using the slo-mo function on their smartphones. The recorded audio is played back 8 times slower, bringing the recipes back to normal speed. This use of audio gave us the opportunity to broadcast a fresh full-length recipe every day of the week. In just 10 seconds, our listeners received a full length recipe on their phones for free. They only had to press play to be inspired with one of our delicious recipes.
Creative Execution
By airing the recipes on the radio in super high speed, we saved enough budget to broadcast a fresh new recipe every day of the week. The campaign aired on two of the largest national radio stations around typical grocery-doing-hours. In this way HelloFresh inspired people nationwide to experience something new.
The campaign was still airing at the time of writing. We can't report any results as of yet, though we are already seeing significant increases in new subscriptions.
The radio-ad medium is unchanged for decades. With the help of technology, HelloFresh succeeded in getting more bang for their buck. Via this campaign, HelloFresh found a way to inspire many and offer the country a taste of what HelloFresh meal-kits are all about.
Insights, Strategy and the Idea
HelloFresh targets a wide audience, though has a special focus on women between
26 and 55 YO, mainly working, with a partner and perhaps children. To reach these (working) women, we resorted to radio, being present during those moments when the family meals are being plotted. And thus, when culinary inspiration is needed most. Our approach focused on offering a free-trial-way of thinking. Our aim was to allow people to get a taste of what HelloFresh was all about.