cooking healthier doesn’t have to be a full-time job
We worked with HelloFresh on a full brand refresh. Aside from designing their new logo and packaging, we also created this hilarious campaign to showcase the convenience of ordering HelloFresh vs. getting the recipes, the ingredients, and cooking a healthy meal.
I loved creating this concept and writing the film, the radio spots, and the OOH ads. It’s the type of humor I gravitate to.
Agency: DiGo
Client: HelloFresh
Chief Creative Officer: Tom Christmann
Creative Director: Kevin Karp
Copywriter: Antonio Fragoso
Art Director: Katheryn Renfroe
Radio
The radio spots were inspired by all the extra vignettes filmed that never made it to the final spot. Did our talent fight a bear in real life? Maybe…
“Mushrooms and herbs” :60
VO:
There’s never gonna be a better time to start cooking healthier.
And you can do it!
No matter what it takes or how long it takes.
Call your boss and tell him you’re not gonna make it anymore.
And then drive, drive like the wind until you find a bookstore.
Fill your car with cookbooks ‘til your trunk scrapes the road.
Now head to the woods and forage for mushrooms and herbs.
Or head to a farm to harvest the greenest produce you can find.
You want dirt staining your hands and sweat on your brow.
You wanna fight a goat to get it all and you want to win!
SFX: Goat scream in the background
VO:
And the reward for that fight is the delicious meal you’re gonna cook. And while you’re sitting there eating it, wondering about all the time you’ve lost — ask yourself a question…
Why didn’t you just order HelloFresh?
AVO:
Cooking healthier doesn’t have to be a full-time job with HelloFresh.
Each week choose healthy recipes and fresh pre-measured ingredients from our curated menus to be delivered to your door. So you can cook delicious meals at home.
Sign up now at HelloFresh dot com slash listen to get 20 dollars off your first box and free shipping.
Hello healthy, HelloFresh.
“Sockeye salmon” :60
VO:
There’s never gonna be a better time to start cooking healthier.
And you can do it! It doesn’t matter how many foodie blogs you have to go through.
Or how many juicers and steamers you have to try.
You’re gonna sort through tomato barrels and squash bins, and fill up your shopping bag with so much produce your biceps won’t forgive you for a week.
Now take your tired bones down to the river and find the sexiest sockeye salmon you can see and wrestle it from a grizzly’s mouth.
Tell him, “See ya later Steve,” because that bear’s name was Steve
SFX: Grizzly bear roars in the background.
VO:
And when you’re back in your kitchen kicking off your rubber boots, washing your fingernails off salmon skin and grizzly fur, and you fire up that stove — ask yourself a question… Why didn’t you just order HelloFresh?
AVO:
Cooking healthier doesn’t have to be a full-time job with HelloFresh. Each week choose healthy recipes and fresh pre-measured ingredients from our curated menus to be delivered to your door. So you can cook delicious meals at home. Sign up now at HelloFresh dot com slash listen to get 20 dollars off your first box and free shipping. Hello healthy, HelloFresh.
“City-grown Cilantro”:60
VO:
There’s never gonna be a better time to start cooking healthier.
And you can do it!
Today is the day you go to your gourmet pinboard and actually choose a recipe.
Today is the day you’re gonna see if your backyard garden has finally grown something you can use.
Because nothing says healthier better than city-grown cilantro.
And you’re gonna head to the fancy market and stare at labels for hours while you ponder the difference between organically natural and naturally organic.
Now race to the free-range chicken farm and find the fattest, prettiest cluck out there.
Drive his handsome beak home to make the healthiest chicken parm in the universe.
SFX: Chicken clucks in the background
VO:
And while you’re sitting in traffic, staring into that bird’s passenger seat side eye — ask yourself a question…
Why didn’t you just order HelloFresh?
AVO:
Cooking healthier doesn’t have to be a full-time job with HelloFresh.
Each week choose healthy recipes and fresh pre-measured ingredients from our curated menus to be delivered to your door. So you can cook delicious meals at home.
Sign up now at HelloFresh dot com slash listen to get 20 dollars off your first box and free shipping.
Hello healthy, HelloFresh.
OOH
Is it really a New York-focused campaign if you don’t do a subway takeover?
