Newcastle agency Drummond Central has handed the starring role to a cast of talking ingredients in its first campaign for HelloFresh UK.
Rather than relying on traditional product claims, Let the Food Do the Talking uses larger-than-life food characters to communicate a series of improvements HelloFresh has made to its offering, from premium proteins included as standard to fresh seasonal vegetables and an expanded recipe range.
The integrated campaign introduces a line-up of ingredient personalities including Salmon, Steak, Linguine, Pak Choi, Tomato and Spice Mix, each helping to bring the brand’s quality credentials to life through a series of family dinnertime scenarios.
Across the creative, Steak coaches a dad through plating up his 21-day aged rump steak, while Linguine finds itself locked in a battle of wills with a picky teenager over a creamy salmon pasta. Elsewhere, Salmon and Spice Mix celebrate the arrival of HelloFresh’s latest seasonal vegetables.
The approach was developed in response to a brief focused on driving brand reconsideration among lapsed and prospective customers while supporting new user acquisition.
With HelloFresh having significantly expanded its weekly recipe range and increased the availability of premium proteins across its core menu, the challenge was to communicate those changes in a way that felt memorable and emotionally engaging rather than purely functional.
The campaign spans online video across YouTube, including 30-, 20-, 15- and 10-second formats, alongside Meta activity, CRM, in-app content, direct mail, recipe cards, a quarterly magazine and reactivation CRM targeting former subscribers.
The creative also sits within HelloFresh’s wider global Bring Back Dinnertime brand platform.
Johanna Gerhold, Brand and Comms Director at HelloFresh, said: “We’re so excited to see this come to life. Product improvements too often disappear into a sea of sameness, so finding a genuinely new and entertaining way to tell our product story – one that actually sticks – was a hard nut to crack. The Drummond Central team nailed it!”
Let the Food Do the Talking is now live.
