HelloFresh
Behind every bright color and simple recipe, laughter meets the kitchen, proving that anyone can cook with confidence.
HelloFresh
Tipe of project
360° Campaign
client
Hellofresh
Role
Art Direction, Graphic Design
The CookingCreds campaign was created to show that cooking with HelloFresh doesn’t require culinary expertise — anyone can prepare delicious, easy, and impressive meals. The challenge was to communicate this accessibility in a playful, lighthearted way that aligned with the brand’s fresh identity. The creative direction leaned on minimalist food photography set against bold, colorful backgrounds that spotlighted the dishes. Copywriting completed the concept with witty and humorous lines such as “Try HelloFresh, so your mom can brag you’re quite the cook” or “Try HelloFresh, so your husband stops saying your specialty is pouring milk on cereal.” Each variation was tailored to the medium to maximize impact and relatability.
The campaign unfolded as a 360° experience, spanning digital, print, and promotional platforms. Messaging shifted subtly depending on the touchpoint: boxes read “Try this box”, recipe cards featured “Try this meal”, while billboards and ads reinforced the humor-driven tone. The strategy extended across Spotify ads, radio spots, social media, billboards, and even branded delivery trucks. Every touchpoint was designed to remove the intimidation from cooking and turn it into a fun, achievable activity, positioning HelloFresh as the ultimate ally for building confidence in the kitchen.
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