PlusMedia, LLC | Agency Profile, Contacts, AOR, Client Relationships

• An accompanying advertising push started with a giveaway that requires no subscriptions.
• Two more drops will follow on April 24 and May 1.
• As you can tell, HelloFresh's snacks make an appearance on the office desk in the movie clip above.
• The company is also working to raise awareness of its meal kits.
• The company will likely:
  • Continue ramping up efforts for the snacks and meal kits
  • Pursue similar movie partnerships
  • Keep adjusting its strategy under its new CMO (more below)
  • Continue increasing spend
  • Seek new agency partners
• Target demographic: 
  • Millennial and Gen-X women, especially moms

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, HelloFresh has allocated roughly $5.8m toward national TV commercials, 21% more than the roughly $4.8m allocated within the same 2022 timeframe.
  • Last year: The company allocated around $11.2m last year after having allocated 6% more, around $11.9m, in 2021.
  • 2023 ad programming: HelloFresh's 2023 commercials have targeted Gen-X watching shows and movies such as Home Title Theft is Real!, Olympia, Grown & Gospel, Quigley Down Under, and In The Loop With Christian Bryant.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has spent approximately $19.8m on digital ads YTD, 23% more than the approximately $16.1m spent by this point last year.
  • YTD data: Since the beginning of 2023, HelloFresh has earned ~2.6b digital impressions via Facebook (49%), Instagram (26%), YouTube (23%), and desktop display (2%) ads.
  • Last year: The company's estimated full-year 2022 spend, $39.8m, only reached about half of that of $79.1m in 2021.
• Additional channel insights  
  • The company utilizes radio, local broadcast, digital, print, Google Ads, Facebook, Instagram, TikTok, and online video (via Youtube.com) ads.
  • HelloFresh sponsors podcasts such as Dateline NBC, The School of Greatness, Crime Junkie, Up First, and Wait Wait... Don't Tell Me!.
  • The company also invests in short-form DRTV.
    • It has rather widely dispersed network coverage and will likely launch a new campaign in 60 days or so.
    • HelloFresh's top TV networks include OVA, WE, COM, ComTV, and JustCen.

Additional agency insights: