Meal kit provider HelloFresh has launched a huge custom-made box installation at London’s Waterloo Station aimed at encouraging consumers to connect over an evening meal, labelled ‘Bring Back Dinnertime’.

From today (20 January), commuters passing through the main concourse will be able to explore a life-sized HelloFresh delivery box, which was transformed into a functioning family kitchen.

Each evening a family will be inside the box cooking dinner and the installation is set to open with a live performance from the London Vegetable Orchestra (LVO) at 5pm on 20 January.

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Johanna Gerhold, brand and comms director at HelloFresh UK, said: “Dinnertime has become one of the first things to be squeezed when life gets busy. With ‘Bring Back Dinnertime’, we wanted to create a moment that physically stops people in their tracks and reminds them why having a shared evening meal matters.

“Putting a real family kitchen inside a HelloFresh box at the heart of Waterloo Station, we’re showing that dinnertime doesn’t need to be perfect or complicated – it just needs a little space and intention.”

As part of the campaign, the meal kit delivery service will give away 9,000 HelloFresh boxes over the next three days.

Each box has a custom dinnertime bell and recipe cards which highlight the brand’s latest menu improvements.