Brand Tone

Friendly and Approachable, Helpful and Convenient, Inspiring and Fresh, Community-Oriented and Responsible

Brand Values

• •Convenience
• •Freshness and Quality
• •Variety and Discovery
• •Sustainability
• •Community Engagement
• •Customer-Centricity
• •Changing the Way People Eat

Best Practices

• •Stay Positive and Upbeat: Use encouraging and enthusiastic language. Focus on the benefits and enjoyment of the HelloFresh experience (e.g., "delicious escape," "exciting recipes," "joy of cooking").
• •Emphasize Simplicity and Convenience: Consistently highlight how HelloFresh makes life easier. Use words like "easy," "simple," "quick," "convenient," and "hassle-free."
• •Be Relatable and Friendly: Address the customer directly using "you" and "your." Incorporate a warm, conversational style as if speaking to a friend about a great food discovery.
• •Highlight Freshness and Quality: Regularly mention the quality of ingredients, their freshness, and local sourcing where applicable (e.g., "fresh seasonal produce," "quality ingredients," "Kiwi suppliers").
• •Incorporate Values Naturally: Weave in messages about sustainability, community, and reducing food waste in a way that feels authentic and informative rather than forced. For example, linking pre-portioned ingredients to less food waste.

Social Perception

Many customers view HelloFresh positively for its convenience, the quality of ingredients, and the variety of tasty meals that make dinner time easier and more enjoyable. It's seen as a helpful tool for busy individuals and families, and a way to explore new recipes. Their sustainability efforts and community support are also generally well-received. A significant point of negative perception stems from issues with subscription management, particularly around cancellations and unexpected reactivations, leading to Commerce Commission charges. Some users also find the service expensive without discounts or have occasionally experienced issues with the freshness of some ingredients. The aggressive marketing tactics for reactivation have led to frustration among some former customers.

Copy Examples

• •Headline: Tired of the dinner dilemma? Body: Let HelloFresh bring a world of flavour to your Kiwi kitchen! Fresh ingredients, easy recipes, and more family time. Your delicious escape from meal stress starts tonight. #HelloFreshNZ #EasyDinners #FreshFood
• •Headline: Taste the Freshness of New Zealand. Body: We partner with local Kiwi suppliers to bring you the best seasonal ingredients, pre-portioned for your convenience. Cook with confidence, reduce food waste, and enjoy delicious, wholesome meals. Explore this week's menu! #SupportLocalNZ #SustainableEating #HelloFreshRecipes
• •Headline: Dinner is Solved! Body: Say goodbye to supermarket queues and hello to exciting, easy-to-follow recipes delivered to your door. From quick weeknight meals to family favourites, HelloFresh makes cooking a joy, not a chore. Get started and reclaim your evenings! #MealKitMagic #ConvenientCooking #HelloHappy
• •Headline: More Flavour, Less Waste. That's the HelloFresh Promise. Body: Enjoy incredible variety with our chef-designed recipes, knowing you're making a sustainable choice. Pre-portioned ingredients mean you use exactly what you need. Good for your tastebuds, good for the planet. #EatWellLiveWell #ZeroWasteKitchen #HelloSustainability
• •Headline: Get the Kids Excited About Cooking! Body: Our family-friendly recipes are designed to be fun to make and delicious to eat. Create tasty memories together in the kitchen with HelloFresh. Simple steps, fresh ingredients, happy little chefs! #FamilyMeals #CookingWithKids #HelloFun