The Next HelloFresh Spokesperson
In close collaboration with my copy partner, I co-concepted, scripted, and led the 360° creative execution for this tentpole celebrity campaign to the final multi-channel launch.
360 Campaign
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Conceptual Strategy
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Art Direction
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Omni-Channel Scaling
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360 Campaign • Conceptual Strategy • Art Direction • Omni-Channel Scaling •
The Setup
HelloFresh needed to cut through a saturated back-to-school season with a high-impact celebrity campaign. The goal: lift top-of-mind awareness, drive prospect conversions, and reposition home cooking as an exciting, effortless experience.
The Challenge
I had to concept and execute a comprehensive 360° campaign around an eccentric celebrity pairing (all while talent negotiations were happening in real time), while balancing top-of-funnel brand affinity with bottom-of-funnel conversion metrics.
How I Guided It
Concepted the Story: In tandem with my copy partner, I developed a comedic creative wrapper where an unexpected duo vied to become the official brand spokesperson.
Led Cross-Channel Strategy: Partnered and aligned with stakeholders to capture an extensive asset wishlist optimized for TV, OTT, and streaming audio.
Segmented the Creative: Scaled the messaging to serve two distinct funnels, highlighting chef-curated variety for brand awareness and value/convenience for conversion growth.
External Partner Relationships: worked with an external agency and director to bring the campaign to life. Was the point person for all visual alignment for external teams (wardrobe, set & prop styling, etc.) based in both NYC and LA.
Post-Production Direction: Collaborated closely with the post-production editor to shape the pacing of the creative cut and oversee the color grading to ensure brand and food colors were spot on.
In this campaign, Jimmy and T-Pain engage in some friendly competition to snag the title of Next HelloFresh Spokesperson.
📈 The Impact
Accelerated Brand Lift: Successfully shifted critical mid- to low-funnel metrics—driving an immediate lift in Brand Favorability, Purchase Intent, and Price Value within just 5 weeks.
Optimized Channel Velocity: Generated an agile, high-yield asset library that maximized production budget and smoothly navigated the entire consumer journey.
