We were excited to collaborate on a creative campaign for HelloFresh aimed at their target audience to raise brand awareness and also build backlinks to their website.
Following some creative sessions and analysis of various data sets, industry trends and worldwide trends, we launched a campaign around the favourite cuisines in the UK.
How did we launch a campaign with so much uncertainty in the food and hospitality industry?
From our daily news briefings, we knew food and cooking was a hot topic and would resonate with their target market and publications. At the time, we were in the middle of a national lockdown, and all restaurants were closed. We knew people were cooking at home more, and experimenting with new recipes and types of food.
Following a more in depth review of the data, we established there was a great story to be told, as there were increases in searches for all types of recipes. We were able to look at popular searches for different cuisines to establish which regions had different tastes. This meant we were able to run this story with regional angles.
What did we do?
We launched the story with both regional and nationwide angles to mainstream news and lifestyle publications, and also food and drink specific publications.
What outcomes were achieved?
We achieved 126 pieces of coverage in the UK, and 120 backlinks to the HelloFresh website. The links we acquired had an average domain authority of 50, and we received an estimated 354,000 story views. Coverage came from Good Housekeeping, The Star, The Scotsman and across a network of regional publications.
Following the success of this campaign, HelloFresh decided they would like to launch it in 3 other regions globally.