High Performance Creative for HelloFresh
The Challenge
Build a responsive performance creative team capable of reacting in real-time to market trends and overcoming headwinds in the crowded meal kit category. The goal was to drive growth and surpass competitors, including market leader Blue Apron.
The Approach
I spearheaded the creation of a groundbreaking Performance Creative team that transformed HelloFresh’s direct response campaigns. By focusing on quick-turn creative sprints, we rapidly adapted to market dynamics, driving strong click-through rates and conversion rates while reducing customer acquisition costs.
The Results
These efforts were critical in helping drive explosive, double-digit growth, and propelling HelloFresh to market leadership. In less than two years, HelloFresh overtook competitors like Blue Apron, Home Chef, and Marley Spoon, solidifying its position as the top player in the meal kit category.
My role: Associate Director, Creative Services
