HelloFresh UK has launched a new integrated campaign from independent creative agency Drummond Central, using a cast of animated ingredient characters to highlight improvements to its recipe box offer.

The campaign, titled Let the Food Do the Talking, marks Drummond Central’s first work for HelloFresh UK and introduces a group of larger-than-life ingredients including Salmon, Steak, Linguine, Pak Choi, Tomato and Spice Mix.

The characters are used to bring HelloFresh’s product improvements to life, from premium proteins now included as standard to fresh seasonal vegetables and family-friendly recipes designed to appeal to fussy eaters.

The campaign forms part of HelloFresh’s wider global Bring Back Dinnertime platform and has been developed to drive brand reconsideration among new and lapsed customers.

It comes after HelloFresh made a series of changes to its UK proposition, including more than doubling its weekly recipe range and expanding premium proteins across its core menu.

In the video ads, Steak coaches a dad through plating up a 21 day aged rump steak, Linguine locks eyes with a picky teenager over a creamy salmon pasta, while Salmon and Spice Mix celebrate the arrival of HelloFresh’s latest seasonal veg.

The campaign spans online video across YouTube, with 30, 20, 15 and 10 second formats, as well as Meta placements in 10 and six second versions.

It’s also being supported by a full suite of active customer marketing, including CRM, in-app content, direct mail, recipe cards, a quarterly magazine and reactivation CRM targeting lapsed subscribers.

HelloFresh brand and communications director Johanna Gerhold said the campaign had found ‘a more distinctive way’ to tell the story of the brand’s product improvements.

“We’re so excited to see this come to life. Product improvements too often disappear into a sea of sameness, so finding a genuinely new and entertaining way to tell our product story, one that actually sticks, was a hard nut to crack. The Drummond Central team nailed it,” she said.

Let the Food Do the Talking is now live across the UK.

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