HelloFresh is a meal-kit delivery company based in Berlin, Germany. It was founded in 2011 and expanded into the US in 2012, where it has quickly become the largest meal-kit provider in the United States. HelloFresh prepares and pre-portions out all of the ingredients needed for a meal and includes them in a subscription box along with a recipe card. It is advertised as the perfect solution for busy moms, clueless students, or anyone looking to make mealtime a little easier.
Like most people, we discovered HelloFresh by repeatedly hearing about it from our favorite YouTubers and social media influencers. Hundreds of influencers across YouTube and Instagram have partnered with HelloFresh or joined their affiliate program and poured praise upon the subscription service for its convenience and great taste. Whether these recommendations, when paid for, are authentic or not is up for debate – and probably varies between each influencer – but there’s no doubt that the repeated partnerships we’ve seen have gotten our attention and made us familiar with the brand.
HelloFresh knows their audience well, and they display this by targeting influencers that are the same demographic as their average consumer. Influencers that are well known for being moms or especially health-conscious are usually those that are chosen to be sponsored by HelloFresh. These choices help the brand emphasize that they’re ideal for moms that have their hands full and for busy young adults that need an easy way to eat healthily.
What can you take from HelloFresh?
With 33k Twitter followers, 360k Instagram followers, countless YouTube ad placements, and more than $1 billion in annual revenue, HelloFresh has become a force to be reckoned with in just a few years. Their social strategy adapts with the times, which has earned them a loyal following of both influencer and consumers. Here are some tips to help you capture a bit of the HelloFresh magic.
You’ve seen #ad across your Instagram feed and YouTube subscription box a million times, and we hardly think anything of it as a consumer. However, as a business, this #ad opportunity holds the potential to exponentially increase your brand awareness, brand value, and annual revenue. Brands that are widely loved and recommended online, such as HelloFresh, have seen skyrocketing sales and become household names entirely thanks to creative social strategy and influencer partnerships. The future is here, and it’s probably a 23-year-old fashion blogger.
Stay tuned every month for another social shoutout. Is there a company you think excels at social content? Let us know, and you may see them featured here next month!