HelloFresh is an international meal kit company headquartered in Berlin, Germany. It sends customers pre-portioned ingredients and recipes to prepare home cooked meals. Leveraging its global scale and recent acquisition, HelloFresh has garnered around 60% of the meal kit market share in Canada with $200 million in revenue. The document discusses HelloFresh's branding, target customers, and marketing strategies across websites, mobile apps, social media, influencer marketing and email marketing. It analyzes the company's strengths, weaknesses and compares it to competitors.
2. ● HelloFresh is an International meal-kit company,
headquartered in Berlin, Germany.
● A “meal-kit” is a subscription based foodservice
business where a company sends customers pre-
portioned and sometimes partially-prepared food
ingredients and recipes to prepare home cooked
meals.
● Leveraging its global scale, and its recent acquisition
of Chefs Plate, the company has garnered around
60% share of the meal-kit market in Canada, with
revenue reaching $200 million (Redman, 2018).
INTRODUCTION
3. Name: “HelloFresh” - The name itself celebrates refreshing,
delightful, natural and raw. A brand identity interacts with several
factors, and some essential components exist, like a name and style
that represents the goods and services.
Term: “Everything but the chef” - The brand is planning a cheaper
cooking approach for you and your family, as much as 3-4 dishes a
week. They can carry out a variety of recipes based on personal
dietary needs and nutritional needs, as well as being able to be served
to 1 to 4 members of the household.
Symbol: The branding of the logo is fairly generic, it has the brand
name within it; which is of a simple lime. The logo symbol connects
directly with the brand's image. Such components will help to improve
the identity of the brand and stand out in the market from rivals with
similar products.
BRAND IMAGE
4. WEBSITE
Pain point addressed: lack of time, limited household
budgets, hassle of cooking
Primary Call-to-action: “View Our Plan”, which takes the
customer to a plan personalizationwizard/UI. It is a smart tactic to
motivate the customer to try a plan only in a few clicks. The Call-to-
Action appears at quick intervals, after some value content, as one
scrolls through the page. The home page also explains “How it
Works?”, the benefits to the customer and some customer
testimonials.
HelloFresh collects first party data by
offering 2 values/incentives to its subscribers:
1) $20 discount
2) Latest recipes
This strategy has both short-term and long-term benefits. In the short-term, it helps in boosting conversion rate as the new subscriber will try the service
with the discount. In the long-term, the subscribers receiving the latest recipes shall be motivated toward returning and maintaining loyalty.
5. MOBILE APP
HelloFresh app is available on Android and IOS platforms.
Android- 4.0/5, for 21k ratings | IOS- 4.5/5, for 23.3k ratings
1) On installing the app and opening for the 1st time,
the app seeks permission for Push notification,
which can serve as a good medium to periodically
engage the customer with a variety of messages
based on the customer’s preferences and order
history.
2) The app enables the user to explore different
types of recipes. This feature is missing on the
website.
3) The app displaces an “stress-free dinners” video
on the homescreen which is also missing on the
website .
App brings a more engaging user experience as compared to the website
6. ● Aged between 30 to 50
● Enjoys living busy lives
● Young Professionals
● Young Professionals with families
● Middle Class - Disposable income for subscription service
● 80% of subscribed customer base are women
● Individuals with less time devoted to meal prep/grocery
shopping
● Consumers that value quality ingredients
● Focused on convenience
● Values fitness, health, and clean eating
● Urban dwellers
● Tech Savvy
CUSTOMER PERSONA
7. STRENGTHS
OPPORTUNITIES
CURRENT MARKET TRENDS/
THREATS
WEAKNESS/CHALLENGES
● HelloFresh-well-known for their distributing recipes
of being picture perfect worthy meals, best service
for home-cooked meals.
● They are also one of the only companies that
provides a 1 meal-kit.
● HelloFresh was by far the most popular, as well as
common pick when a survey was placed on their file
system.
● The phone app that HelloFresh has designed is
undeniably easy to go through and well managed to
be able to access all the ingredients that are needed
● They are not as budget-friendly
○ Do not have vast recipe options that are available
towards different dietary restrictions or a variety of
cuisine services
● Competitors are better than them in various aspects,
such as their website performance not being top tier
(Appendix A)
○ The company also receive reviews that are at a
disappointing range from their customers (Appendix B)
● HelloFresh has newly launched its services in
Denmark at the beginning of June 2020, giving them
the opportunity to branch out further into the
European market
● As the pandemic continues, this is the prime chance
for the company to grow larger and fix any of their
issues they have
● To bring in positive media coverage for their
company, HelloFresh teamed up with The Campaign
Against Hunger program under the pandemic crisis
● Their competitors’ growth has been moving at a
substantially rapid rate
● The inability to reach out to rural areas as it is not
difficult for them to obtain their own fresh ingredients to
cook from
● Food and/or restaurant delivery services are another
obstacle for the company as they offer restaurant quality
food
● Other supermarkets and/or online grocery delivery
services are an increasing threat
8. SOCIAL MEDIA
Followers:
2,090,249 # of
Post Last 30 Days:
45
Frequency: 2-3
times a week
Likes: Average of 20
per post
Engagement:
Usually through
likes and comments
Hashtags: Not
usually used
Content Language:
English
Tone:
Conversational
Followers: 56.5K
# of Post Last 30
Days: 23
Frequency: Every 3-
4 days
Likes: Average of
350 likes
Engagement: Low
compared to
follower count
Hashtags: Not
usually used
Content Language:
English
Tone:
Conversational
Subscribers: Not
Available
# of Post Last 30
Days: 2
Frequency: Every 2-
3 months Playlists:
5
Engagement: High
engagement on
videos that feature
celebrity guests
Content Language:
English
Tone:
Conversational
Followers: 3,450
# of Post Last 30
Days: 76
Frequency: 2-3
times a day
Engagement:
Usually through
likes and replies
Hashtags: Not
usually used
Content Language:
English
Tone:
Conversational
Monthly Visitors:
495K
Followers: 4.5K
# of Post Last 30
Days: 40
Frequency: 1-2 per
day
Engagement: High
Hashtags: Not
usually used
Content Language:
English
Tone:
Conversational
9. The company has teamed up with family focused influencers across the Youtube platform to expand their reach to
different audiences by showing others how quick, simple, and efficient the plan is. In this method, HelloFresh can speak
to the audience that lives a busy life ranging from day to day work, taking care of children, as well as household chores.
Key Points
● Many sponsored videos are done with family channels/vlog channels
● Videos demonstrate the step by step process of cooking with Hellofresh meal-kits
● Discount codes are provided to encourage viewers to visit the site and move further into the customer journey
● Based on the article Social Shoutout: The company knows their audience well and targets working with influencers that are of
similar demographic as their consumer
● HelloFresh opts to work with influencers that are known for being moms (families) or health conscious individuals therefore further
highlighting the benefits of cooking with kit
● Social Shoutout also refers to the brand having countless Youtube ads and strongly utilizing influencer marketing tactics
HelloFresh and Youtube Ads
● Scrolling through my Youtube feed HelloFresh ads are apparent
● Ads display CTA of “Shop now”
● Ads are brief but impactful and reads as: Quick, easy recipes, delivered to your door, fresh, simple, and delicious, plus 6 free meals
● Popular Influencer Marketing examples covered in Annexure
YOUTUBE
10. ● HelloFresh provides a great incentive to join their subscriber list by offering $20 off the first box with free shipping.
● A thank you email was received with $20 off and free shipping for my first box with a call-to-action to “Get Cooking.”
● Two days later, HelloFresh sent an email to discover my perfect meal plan, and included a further discount by offering 20%
off the first two boxes and free shipping on the first box. The call-to-action was to, “Get 20% off 2 boxes.”
EMAIL MARKETING
11. ● HelloFresh is proactive in their remarketing efforts. Upon
subscribing to their email list, remarketing efforts were instantly
seen on several social media platforms like Instagram, Twitter,
Facebook as well as Google. Within one day, 6 remarketing efforts
were seen, with banner ads and promoted posts advertising “6
FREE MEALS'' with a call-to-action to “Order Now.”
● With an exception to Twitter, a sponsored blog post of HelloFresh
on, “Why HelloFresh is Canada’s #1 Meal Kit,” was advertised
with a call-to-action to read the blogpost.
● Other than Twitter’s ad, all ad links led to the website's landing
page to select a plan and bring customers down the funnel
purchasing their first subscription box with the discount applied
● Their marketing efforts are present in all aspects of the customer
journey including awareness, consideration and conversion.
EMAIL MARKETING (cont’d)
12. The first email from Blue Apron was sent within half an hour of joining their subscription, clearing starting of a $60
off discount in bold, in fine-print; it also gives further clarification of how it will be $20 off each of the first 3
deliveries. After two days later, Blue Apron provided a follow-up with an advertisement indicating their recycling
and reducing food waste program. As well as rementioning of $60 off deal. Exactly two emails were given within a
five day period of observation. (Appendix C)
A welcoming email was sent offering 3 free meals; which is only applicable to users in the first four days from when
the subscription was made. In the following two to four days, GoodFood sent a follow-up email each day reminding
the subscriber of when the expiry of the offer will come to an end. Precisely four emails were sent within a five day
observation period. (Appendix C)
Chefs Plate welcome email arrived a couple of hours after the subscription was made and it was done via an
operator. The company offered 40% off for the first two meal kits and the discount is only valid for fourteen days.
On the second day, a follow-up by the same operator was sent to remind the subscriber about the same 40%
discount. On the fourth day, Chefs Plate sends out a higher offer of 50% off the first order, making the offer valid
for merely 7 days. Exactly three emails were sent within five days of observation. (Appendix C)
COMPETITORS: EMAIL MARKETING
13. STRATEGY & EMAIL MARKETING OBJECTIVES
Company’s Mission: Change the way people eat forever
Despite growth, the HelloFresh philosophy remains the same – “we are as passionate as ever that everyone should be
able to cook great food for themselves, their friends and their family. We aim to provide each and every household in 14
markets with the opportunity to enjoy wholesome, home-made meals with no preparing, no shopping and no hassle”
FUNNEL
SECTION
OBJECTIVES KPIs KEY MESSAGE
Conversion
a) To get new
Subscribers to try
a plan by offering
promotional
discounts.
90% of new subscribers
make their first purchase
of a plan within 1st week
of subscription
Value 1: message reminding validity of subscription discount
coupon of $20
Value 2: limited time extra discount extra $30 per meal plan
Loyalty
a) Reconvert
customers by
staying in touch
with customers
b) Get more app
downloads
70% of all subscribers
download app by the end
of the campaign duration
Value 3: Download app and get $10 discount
Value 4: Snippets of blogs, hacks, tips and recipes, to read full
download app
Value 5: (if there is no purchases for 4 weeks) limited time offer
of extra discount of $80 per week through app
14. Phase Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr
Planning & Setup
Content Dev.
Testing &
Optimization
Implementation
Results & Reports
TIMELINE (TOTAL DURATION= 10 Months)
15. Heads Units/months
Cost per unit
Cost per Days/Man-hours
Total
Digital Marketer 10 $4k $40k
Content Writer 3 $3k $9k
Email Ad (HTML developer) 3 $4k $12k
Artwork Designer 1 $2k $2k
MailChimp Subscription 12 $20.59 $247.08
Estimated Budget (CAD, exclusive of taxes) $63,247.08
MARKETING BUDGET
16. ● The Journey Map is built keeping
the dual objective in mind- to boost
the Conversion and the Customer
Loyalty.
● Starts with the first party
Subscribers list.
● The potential customer is offered an
extra discount to try a plan after a
reminder and another follow up.
● The 3rd Value message to those
who have purchased a plan - to
Download the App because the app
has the advantage of a superior user
experience..
● Recurring emails to subscribers to
motivate app downloads
● Recording of inactivity at the end of
the campaign.
JOURNEY MAP
18. CONCLUSION
● HelloFresh Canada, an aggressive food service provider, was selected to study and design an email campaign.
● Its brand image, current web and social media presence, and current email and re-marketing campaigns (in
comparison to its competitors) helped set a perspective around the opportunities that can be leveraged to
define objectives of the email campaign.
● To boost conversion, we emphasized on the quick conversion of new subscribers, and to maintain customer
loyalty, on app downloads by new customers. The HelloFresh mobile App is promoted to benefit from its
superior UI. The prime incentive to drive customer behavior was promotional discounts.
● Timelines and budgets were built to ensure project control over the campaign.
● Journey Map logic guided the configuration of the MailChimp Campaign. The given first-party data was
loaded on MailChimp platform and a draft campaign titled- HelloFresh-Subscribers To App Downloads was
built.
19. Website loading time is 5.98 seconds which is over the
average loading speed which is 5 seconds, this is likely due
to unused JavaScript and the size of your webpage's
HTML is 72.57 Kb, and is greater than the average size of
33 Kb.
Traffic
● Average monthly visits is 632.62k, with a recent peak in April 2020
of 960k, which may be attributed to Covid-19 lockdown
● Around half of the traffic is Direct and 36.15% through Search
engines. The Direct traffic may be related to their Email marketing
campaigns, loyal/returning customers, and brand recognition.
● Further, 73.10% of Search Traffic comes from Organic sources, with
Keywords including ‘Hello Fresh’. On the other hand, the top
performing Paid Search Keywords are also including ‘Hello Fresh’.
This confirms the brand recognition among customers.
APPENDIX A: WEBSITE PERFORMANCE
21. Yelp Consumer Affairs Tom’s Guide.com Pcmag.com
1.5/5 4/5 3.5/5 4.5/5
Convenience, great
packing, good portion,
No customer service,
chat is unavailable,
order history is blank,
glitches in website
Flexible pricing
Can pause delivery
Four plan types
Easy cancellation
Can just as easily order
through Doordash and
have a lot more choices
for about the same price
Limited allergy care
Expansive menu and
cuisine options
Easy-to-follow recipes
Fresh, pre-portioned
ingredients
Excellent customer
service
Meal prep can be time-
consuming
Must have basic cooking
skills
Not ideal for large
families
Wide-ranging menu
High-quality ingredients
Vegetarian, low-calorie,
and family-sized meal
options
Few prepared sauces
and dressings (you make
them fresh)
Good packaging
Not ideal for vegan,
keto, or paleo diets
Two-step process to
review allergens
APPENDIX B: REVIEW
23. APPENDIX D: INFLUENCER MARKETING - YOUTUBE
Channel – Jessica Giselle
Type of channel – Beauty/Family-Single Mom/Vlog
Subscribers – 96.4K
Discount code – 6 free meals using code JESSICAGISELLE60
https://youtu.be/XJXD9RNratE
Channel – Nazanin Kavari
Type of Channel – Beauty/Family/Vlog
Subscribers – 1.22M
Discount code - $30 off your first week using code NAZANIN30!
https://youtu.be/wJEvhuqhZhQ
Channel – Sam and Fam
Type of Channel – Family
Subscribers – 58.5K
Discount code - $80 off your first month using code
SAMANTHASCHUERMAN80
https://youtu.be/kakZgieFFN4
Channel – Makaila Kay’s Life
Type of Channel – Family
Subscribers – 26K
Discount code - $80 off your first month using code MAKAILAKAY80
https://youtu.be/PavxaS6lfnU
