Our Challenge: How can we help global meal kit provider HelloFresh launch into New Zealand, where there’s already a major local player dominating the market?
Our Story: With a very popular celebrity chef fronting our competitor’s brand, we took a completely different approach by focussing all of our attention around one of HelloFresh very first NZ customers – Jaco. This helped us position HelloFresh as having a strong focus for everyday families, which we continued to share through a tongue-in-cheek campaign around one unassuming local.
