Lessons in Branding : HelloFresh

In a world of time poor families and social media every where; HelloFresh is nailing their branding.

I got my first HelloFresh box this morning. I really like the idea; a food subscription with fresh ingredients delivered to your door with recipes to make for easy meal prep at home. I think their branding is just top notch:

Image Source: https://flic.kr/p/ToXrwp

I’m going to walk you through my unboxing experience while I delve into the branding behind it.

Unboxing & Recipe Cards

Woo the box, each recipe actually came in separate brown paper bags
My box came with 5 recipes
Here is the back of one of those cards, pictures make it easy to follow

Leveraging Technology

HelloFresh has a sleek website that was easy to use and an app that pairs with their product offering. I haven’t used their app but having that digital way to plan meal preps sounds like a good idea for them. You should leverage technology as part of your marketing campaigns as much as possible. If I had discovered bugs with my first ordering experience I would have viewed the overall product with less favor. The on boarding experience here is super important to get right especially when you are pairing a physical product with a digital offering.

Product Idea

Hello Fresh could sell a binder and each recipe card could have a 2-3 punch hole on the side to add to the binder. It would be an easy way to keep the physical cards. They are so nicely put together it would be a shame to toss them. It would be similar to the magazine subscriptions I use to have back in the day:

Source: http://www.modernbookbinders.com/

Aggressive marketing

I see HelloFresh everywhere; at least in Sydney they frequently have reps on the street giving out vouchers. I’m sure I have 2 floating around somewhere. Even the box comes with coupons to share with your network. Partnerships are important. If you had a similar product to HelloFresh and partnered with them to give out a coupon code on their next delivery cycle you’d get a reasonable amount of reach. Postal marketing is seeing a resurgence lately.

Good branding needs good marketing to support it.

They also have an instagram photo competition (#HelloFreshAU) going on to engage customers around their brand. What marketing tactics have you seen HelloFresh use that you’ve also tried?

Will I continue with it?

Short answer, probably not. I had 80% of my stomach surgically removed for weight loss surgery 2 years ago. I can only eat tiny meals now and I need to focus on protein first. I would waste some food on this program because the protein to everything else ratio doesn’t suit my dietary needs. I also enjoy researching my own recipes and perusing fresh food markets on weekends to get ideas for meal prep. The convenience doesn’t sell me because I am a foodie at heart and love putting my own research into food. I do think this company is doing an awesome job at branding.

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