HelloFresh took its new campaign to the streets of Paris on 22 September, according to e-marketing.fr and CB News. A box truck in the company's colours drove through the city carrying a giant speech bubble, styled like the ones on a phone messaging app, with lines taken from everyday life: "Dad, come to dinner, we did better than your fish fingers" and "Sorry, can't answer, I've got risotto" (translated from French).
The message behind the stunt is the campaign's new signature, "À taaable.", roughly the French cry of "dinner's ready!" stretched out. HelloFresh wants the evening meal to be a priority people claim for themselves rather than something squeezed in after work.
A film shoot turned into an activation
The truck was on the road for the shoot of the campaign, and the brand used it as an operation in its own right. Passers-by were invited to taste HelloFresh's new recipes around the vehicle, and the influencer Jeremstar joined as a guest, both on the street and on social media. The operation was relayed in real time through Stories and Reels, with a digital media plan to carry the message beyond Paris. According to CB News, the new signature goes beyond a standard rollout in digital out-of-home and online video.
The company behind it
HelloFresh was founded in Berlin in November 2011 and listed on the Frankfurt Stock Exchange in November 2017, where it is part of the SDAX index. It runs eight brands, sells in 16 countries including France, and has 15 international offices, Paris among them.
