HelloFresh OOH
Edmonton Campaign
THE PROJECT
Despite HelloFresh’s promise to make meals less stressful, we weren’t growing in Western markets as quickly as others.
BUSINESS GOALS
Grow the volume of HelloFresh conversions in the city of Edmonton as part of the long-term strategic initiative “Win West”.
CREATIVE GOAL
Capture the attention of the consumer with distinctive OOH visuals and copy, and create an effective structure that can be applied across all creative.
Our customer research told us that “variety at meal times” was the strongest performing message and resulted in the best brand recall. We also knew that previous successful campaigns featured prominent logo placement, minimal large font copy, seasonal references, and bountiful visuals of food in 4-plate arrangements. Deliverables included digital posters and superboards, static horizontal posters, and mall directories.
THE CHALLENGE
The majority of the creative would be placed on roads, targeting potential customers in their vehicles. Given the limited dwell time of the visuals, messaging and imagery needed to be concise, with a lot of impact. And despite the large size of the placements, the logo, tagline, and imagery were equally critical, so it was important to get the balance right.
THE SOLUTION
I chose bright, high-contrast hues to catch the eye and make the logo stand out prominently. A variety of tempting, colourful dishes demonstrated the breadth of Hello Fresh’s menu and appealed to consumers’ appetites as they drove home thinking about dinner. The end result was uncluttered and impactful, making it easy for consumers to understand and recall.
THE RESULTS
After the campaign, we saw a 24.62% relative lift on HelloFresh activations in Edmonton.
