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HelloFresh Improves Marketing Partnership With Brandcrush


To drive product discovery and growth, omnichannel owned media platform Brandcrush has announced its partnership with HelloFresh to transform its owned media bookings, management and reporting processes online, as the meal kit delivery service further scales its marketing partnerships to connect more brands with consumers.

HelloFresh achieved record results during the height of the pandemic, reporting $1,166 million in Q2 2022 U.S. sales alone, jumping 38 percent year-over-year. The company also managed to reach a new record amount of consumers in this period, eclipsing 4 million active customers.

HelloFresh is capitalizing on this growth by digitizing and streamlining its media partnership processes to give brands efficient access to a growing consumer base. This frictionless online platform gives partners greater agility and access to targeted media opportunities like in-box sampling, inserts and online marketing. Increased owned media monetization will connect more brands with consumers who desire innovative products.

Experts valued the global meal kit services market at $10.26 billion in 2020 and expect it to expand at a compound annual growth rate of 13 percent through 2028. Meanwhile, brand partnerships are transforming. Changing consumer behavior, diminishing attention spans and limited top-tier media positions have led more marketers to forgo traditional practices and allocate budgets to collaborative channels like those offered by HelloFresh.

The HelloFresh Media Portal, powered by omni channel owned media platform Brandcrush, makes partnership opportunities scalable for the meal kit leader. More media opportunities are available, easily discoverable and bookable for brands. Digitization modernizes media processes, as going from spreadsheet to software allows HelloFresh to handle campaign onboarding and active partnerships through a one-stop-shop for media management.

“We’ve experienced significant growth over the last two years, reaching more than 4 million active customers last quarter. Our savvy health-conscious consumers value discovery and are more likely to purchase a product that they have sampled in our boxes,” said Nicole Hawkins, director of brand partnerships.

“Combined with our digital assets, marketers have the opportunity to leverage our customer touchpoints 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. 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.”

Brands and agencies looking to reach households with high-engagement campaigns can do so at HelloFreshUSA.brandcrush.com/partner-with-us.

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