With a little help of everyday technology, we managed to broadcast full length recipes in just 10 seconds. We broadcasted recipes in superspeed during our radio commercials. We called upon listeners to record them using the slo-mo function on their phones. The recorded audio is played back 8 times slower, bringing the recipes back to normal speed. This use of audio gave us the opportunity to broadcast a fresh full-length recipe every day of the week. In just 10 seconds, our listeners received a full length recipe on their phones for free. They only had to press play to be inspired with one of our delicious recipes.

By airing the recipes on the radio in super high speed, we saved enough budget to broadcast a fresh new recipe every day of the week. The campaign aired on two of the largest national radio stations around typical grocery-doing-hours. In this way HelloFresh inspired people nationwide to experience something new.

The radiospots were part of a bigger campaign. Despite our best efforts, we were unable to distinguish the exact results of the radiospots from the rest of the campaign. In all our media we referred to our website which showed a 10% increase of visits during the campaign. Which lead to an increase of 3.8% more trial boxes.