#RefreshWithHelloFresh • A palate cleanser for building healthy cooking habits

We all realize the importance of developing a healthier lifestyle—but sometimes we need a little push in the right direction to make sure better habits stick. So, we worked with HelloFresh to issue a challenge to people in the UK: join a community of home cooks as they refresh their eating habits by cooking from scratch for 21 days.

By delivering quick recipes and quality ingredients to customers’ doorsteps, HelloFresh makes meal prep simple. We wanted to highlight this simplicity by partnering with 15 UK-based influencers who each shared their journey in building kitchen confidence. Every week, TV personality Davina McCall stirred the pot with a task that inspired participants to get cooking and share their progress. As the digital creators and influencers weighed in with their meals and cooking tips, they kept both their audiences and fellow participants motivated throughout the three-week program.

Professional, influencer-produced content helped curry favor for healthier eating. Some creators shared their personal goals and motivation (like reducing dependency on takeout to feed their busy families), while others showed their followers what they could expect from a HelloFresh meal plan—from unboxing ingredients to trying new recipes. The campaign culminated with a video in which each influencer was invited to HelloFresh HQ with Davina to make (and share) their favorite meals from the experience.

The campaign delivered a veritable smorgasbord of content: influencers doubled their expected output, producing 20 posts each on average. #RefreshWithHelloFresh also won two Silver Influencer Marketing Awards: Best Food & Drink Campaign and Most Effective Collaboration or Partnership.