Meal kit delivery service HelloFresh has teamed up with media platform Brandcrush to gives its advertising partners simplified access to its targeted media offerings, which include both traditional online marketing opportunities as well as less common retail media products, such as in-box sampling and inserts.
Homebound consumers gave HelloFresh a boost during the pandemic that has continued even as lockdowns have subsided. U.S. sales for the company were up 38% YoY in Q2 2022 to €1.17 billion (approximately $1.16 billion), and active users in the U.S. surpassed 4 million.
Now HelloFresh is looking to capitalize on this growth by streamlining the processes for its media partnerships through its new online platform, making it easier for brands to discover advertising products and manage their HelloFresh marketing campaigns.
“We’ve experienced significant growth over the last two years, reaching more than 4 million active customers last quarter,” said Nicole Hawkins, Director of Brand Partnerships at HelloFresh USA in a statement. “Our savvy health-conscious consumers value discovery and are more likely to purchase a product that they have sampled in our boxes. Combined with our digital assets, marketers have the opportunity to leverage our customer touch points as part of their integrated campaigns. And with a digital platform, we have made the process of campaign onboarding much more streamlined and visible for our brand partners. Now brands and agencies can access a single, centralized source of media partnership opportunities and their brand team can keep track of campaigns at all times.”
Retail media is booming, with more and more retailers, particularly those in the grocery sector, jumping on the opportunity to help CPG brands connect and engage with their consumer base. To learn more about retail media opportunities check out this special report.