Creative Close-Up: HelloFresh Wants Cooking to Be Fun
Meal delivery services are as popular as ever, with busy consumers wanting to make delicious, healthy homemade meals without hunting for recipes and spending too much time in a grocery store. Berlin-based HelloFresh has a presence in North America, Western Europe and Australia, and offers a subscription service similar to its competitors.
Get Cooking, Good Looking
The letter from HelloFresh’s CEO uses bold type to add emphasis to key points for mail recipients who skim, and has a “gift card” spotglued to it, promoting the offer of $25 off of the first two boxes and free shipping.
Included in the mailing is a HelloFresh recipe card, with one side dedicated to mouth-watering photography and the other side focused on the recipe, including some extra cooking tips. While recipients don’t get the ingredients (like they would with the service), the inclusion of the recipe card gives a taste of what kind of meals can be expected, and allows the recipient to take the recipe on a test-run.
Stuck to the recipe card is a printed sticky note, in pseudo-real handwriting. It’s personalized with the recipient’s name and repeats the special offer from the letter.