- Situation: Break through crowded holiday season, generate feature media coverage and increase relevance among consumers.

- Brief: To develop a disruptive yet relevant seasonal campaign that reinforces HelloFresh as a brand that creates a fun at-home cooking experience

- Objectives: Strengthen HelloFresh's position as a fun and relevant consumer brand. Generate positive buzz in media and on social media, drive feature coverage across national broadcast and online lifestyle, TV/entertainment, and food outlets, drive consumers to engage with the HelloFresh brand and strengthen brand affinity.

Considering the theme of nostalgia during the holiday season and widespread love around the holiday film Elf - particularly the scene where Buddy the Elf famously tops his spaghetti with maple syrup and candy - HelloFresh was able to authentically connect the brand to pop culture by creating a limited-edition recipe and meal kit experience for consumers. This kit allowed consumer to indulge their curiosity and interact with the HelloFresh brand in a new way by giving them everything needed to recreate this iconic moment from the film right in their own homes.

Staying true to the HelloFresh experience, the kits all included pre-portioned ingredients and a step-by-step HelloFresh recipe card to make the dish in the comfort of your kitchen.

To create scarcity and anticipation among consumers, only 500 kits were available for one week, which were purchased exclusively through a dedicated microsite (www.HelloFreshElfSpaghetti.com).

- Insight: Customers are looking for a fun, seasonal activity that they can do with the whole family during Christmas time. Activities and experiences that tie into their existing traditions - like watching their favorite holiday films - presents an opportunity for HelloFresh to play a memorable role in their celebrations.

- Key Message: This holiday season, channel your inner child with Buddy The Elf Spaghetti Presented by HelloFresh.

- Target Audience: Millennials and families.

- Creation and Distribution of Assets: HelloFresh secured a licensing partnership with Warner Bros. to leverage Elf's IP (character names, quotes, and imagery). The HelloFresh culinary team developed the recipe, while HelloFresh's in-house creative team created the product video and statics for organic social and PR. HelloFresh worked with vendors Coffee N' Clothes, Pig Apple, and Coyne PR to develop additional assets like the packaging, microsite experience and creative assets.

- Implementation of the PR: The campaign was promoted primarily through PR/earned media and organic social. Paid amplification included HelloFresh's first-ever Tiktok Influencer campaign and paid ads on Youtube, Tiktok, and Instagram. Organic Social worked with a popular Tiktok band to create an original sound to accompany the campaign. The PR/Social team mailed out samples to over 50 producers, reporters, celebrities and influencers ahead of launch.

- Timeline: Kits announced in November 2022, kits on sale December 2022.

- Scale: Developed 500 limited-time kits for consumer purchase, partnered with 17 influencers, and pitched more than 200 reporters, editors, and producers across news, lifestyle, and trade online outlets and broadcast stations.

PR

- Media coverage surrounding this program resulted in the highest

amount of earned coverage HelloFresh has ever received for a campaign.

- 444 total stories (407 feature stories + 150 broadcast segments)

- 897M+ media impressions

- 99% positive sentiment across media coverage

- Contributed to a 322% YoY increase in coverage for HelloFresh during the campaign window (11/29 - 12/31).

- The Elf kits sold out within 1 minute each day.

Tiktok

- 32M+ total impressions.

- 933k+ engagements, with an engagement rate of 2.91%.

- 11.4 years of total watch time (99,873 hours).

- According to an official Tiktok brand list study Elf campaign saw directional lift for Favorability (@80%; +2.8pt), the primary KPI for the TikTok Elf Campaign. We also saw lift for Ad Recall (+8.7pt), Awareness (+7.4pt) and Brand Association (+4.9pt).