Hello Fresh UK has partnered with Brandcrush to unveil its new retail media platform to manage brand partnerships.
The UK’s leading recipe box company has decided to take its retail media bookings, management and reporting process online to solidify its online marketing partnerships.
Hello Fresh has cited “changing consumer behaviours” and “diminishing attention spans” as reasons it abandoned traditional practises and adopted its new partnership channel.
READ MORE: HelloFresh makes first UK profit with sales up 140%
Its “seamless end-to-end digital platform” hopes to capitalise on its in-box sampling and insert opportunities as offline processes has “hampered the company’s ability to realise its potential”.
The move comes as Hello Fresh achieved record results in 2020 with a 140% increase in sales compared to the previous year.
With its online omnichannel, the company is set to expand at a compound annual rate of 13% through 2028.
“Brandcrush has completely reshaped how we manage partnerships. What used to be an arduous offline process is now online, quick and simple. The ability to automate bookings and systemise workflows has had a material impact on our scalability,” HelloFresh UK Commercial Partnerships Megan Durrant said.
“Brands can now view our inventory and book our media on a self-serve basis. This convenience was previously a pipe dream.”
Brandcrush chief executive and co-founder Teresa Aprile added: “We know that making retail media easy to find and book is key with more than three-quarters of b2b buyers now expecting self-serve tools,”
“Our technology is taking HelloFresh’s retail media online and making it seamlessly scalable. Where they used to rely on manual outreach, presentations, numerous phone calls and emails, and off-system tracking, these in-box campaigns can now be booked in minutes.”
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