I was assigned the task to build the entire HelloFresh creative team and take a 360 approach to all brand applications across all channels. The goal was to define the brand positioning, improve the overall creative process and optimize content to increase conversion and retention. A unified vision was applied across social media, product innovation and development, TV, video, brand and influencer partnerships, packaging, direct mail and a broad range of printed collateral. As a result of the evolution, the output of higher-quality assets led to HelloFresh being named the #1 meal kit company in the US. Asset creation increased by 800% and paid social content continues to achieve record-breaking CPA’s.
Build out the photography style guide for application across all channels.
Created swag for internal and external use using key brand assets.
Launched the HelloFresh Wine paid social season campaigns.
Implemented the Challenger v’s Champion concept to optimize paid social assets.
Evolved the magazine to provide more relevant content to the customer to increase retention.
As part of our Back 2 School campaign, we created this customized Chrome Plugin.
Led the launch of HelloFresh retail, now stocked in over 250 stores in the US.