Overview
Ever since entering the U.S. market in 2012, HelloFresh struggled to find its positioning in the American consumer’s mind. Despite being the global leader in meal kit delivery, its competitors, Plated and Blue Apron, had firmly established themselves as the “Kleenex” of the category. And with new start-ups beginning to crowd the market, it was critical they refresh their branding and launch a campaign that could define their voice.