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

What I did: 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.

Opportunity


What’s in it for me?

Give the letter visual hierarchy with top selling points for short attention span

Articulate the Offer:
What does 65% off mean for someone who has no idea what it will cost?

Emphasized ‘Free Shipping’ and tote throughout package.

Make the recipient feel special: Call greater attention to the personal savings code.

Include reference to the personal code with the URL to enhance exclusivity.

Translate selling points into more benefits such
as convenience, savings, discovery. 

Convey emotional benefit where possible. 

8.5 x 11” Letter & Tip-on Card

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

  1. Price sensitivity

  2. Insufficient communication of RTBs

  3. 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.

Cue the working whistle…

Result:
4% Lift on subscriptions with additional new projects on the horizon.

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