Hello fresh

case study

WHAT’S IN THE BOX?

THE CHALLENGE

Hello Fresh are the leading meal kit subscription service in the UK. Direct mail campaigns have been an integral part of Hello Fresh’s customer acquisition for a number of year but they were keen to explore alternative scalable offline campaigns.

THE APPROACH

Our creative team were tasked with producing a pack that would showcase Hello Fresh’s products and drive subscriptions. Using a short fold format they were able to showcase some of their most popular dishes in a way that they remained visible to the reader at all times.

To avoid skewing the results the pack offer was consistent with other channels. Through The Royal Mail’s VAS pack analysis content layout and positioning was optimised.

Targeting postcode sectors in three UK regions where there was a high density of prospects to see how Hello Fresh’s product would perform at scale. The campaign was executed through Royal Mail’s door drop distribution service.

THE RESULTS

The post campaign analysis showed an average uplift in sales of 52% in areas that were door drops to when compared to areas with similar residents that were not.

Manchester proved to be the highest performing area with an 80% increase in orders, Bristol had a 45% increase and Edinburgh had a 31% increase in orders after the arrival of the campaign. 

Very tasty, and all happened outside of London where we knew Hello Fresh would have nailed it!

hello fresh

case study

WHAT’S IN THE BOX?

THE CHALLENGE

Hello Fresh are the leading meal kit subscription service in the UK. Direct mail campaigns have been an integral part of Hello Fresh’s customer acquisition for a number of year but they were keen to explore alternative scalable offline campaigns.

THE APPROACH

Our creative team were tasked with producing a pack that would showcase Hello Fresh’s products and drive subscriptions. Using a short fold format they were able to showcase some of their most popular dishes in a way that they remained visible to the reader at all times. 

To avoid skewing the results the pack offer was consistent with other channels. Through The Royal Mail’s VAS pack analysis content layout and positioning was optimised.

Targeting postcode sectors in three UK regions where there was a high density of prospects to see how Hello Fresh’s product would perform at scale. The campaign was executed through Royal Mail’s door drop distribution service.

THE RESULTS

The post campaign analysis showed an average uplift in sales of 52% in areas that were door drops to when compared to areas with similar residents that were not.

Manchester proved to be the highest performing area with an 80% increase in orders, Bristol had a 45% increase and Edinburgh had a 31% increase in orders after the arrival of the campaign. 

Very tasty, and all happened outside of London where we knew Hello Fresh would have nailed it!

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