HelloFresh unveils campaign + video series via Emotive inspired by what Aussies love to cook

HelloFresh Australia, together with content agency Emotive, have launched a new video content series titled ‘Dinner Diaries’ hosted by Lynne McGranger and Johnny Ruffo.

The humourous video series showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime.

VIEW EPISODE ONE

The mere thought of what to cook for dinner is a chore many Australians are all too familiar with. This campaign communicates how market leader HelloFresh draws inspiration from real families across the country – to make dinner easy without a compromise on deliciousness and nutrition.

Says Julie Grufstedt, head of brand and creative at HelloFresh Australia: “We’re thrilled by the positive sentiment and high level of engagement the series has already generated. In less than a week since launch, ‘Dinner Diaries’ has set a new benchmark for HelloFresh branded video content, and we’re excited to see the effect of rolling out over a hundred bespoke videos across all digital channels, in our most extensive marketing campaign to date.”  

A series of video assets have been specifically designed for each phase in the purchase funnel. This strategy, combined with a true platform intentionality approach whereby each content piece is tailored to each social platform, aims to work in harmony to drive a strong content to commerce result.

Says Mark Harris, creative director at Emotive: “HelloFresh came to us looking for an original way to engage and inspire their audience. Armed with that ambition, we created and produced a new episodic format of storytelling for the brand. A comedic social portrait of Australia’s mealtime habits in 2018 presented by Lynne and Johnny. The series captures the eclectic and changing tastes of the nation, as families across the country challenge the traditional notion of what a weeknight meal should be thanks to HelloFresh.”

The campaign is rolling out across key digital and social platforms, with the initial episodes showcasing three families and their HelloFresh dinnertime experiences. Episode 2 of Dinner Diaries is due to be released later this month.

Client: HelloFresh

Grade: Matt Fezz