HelloFresh Campaign Claims TV Chef Shows Put Pressure On Home Cooks

HelloFresh Campaign Claims TV Chef Shows Put Pressure On Home Cooks
SHARE
THIS



Recipe kit delivery service HelloFresh has launched a new campaign which takes a documentary style look at the art of weeknight cooking in three real Australian homes starring non-actors.

According to new research, by recipe kit delivery service HelloFresh, four out of five Australians (81 percent) feel cooking shows have led to unrealistic expectations. The report found that while 87 per cent of the nation want to be more adventurous in the kitchen, growing expectations and busy lives mean that two thirds of Australians (68 per cent) have less than ten recipes in their repertoire and one in five of us even have set meals for some or every day of the week.

Former Masterchef contestant and HelloFresh CEO Tom Rutledge said the study was commissioned as part of the company’s new campaign to explore Australian dinnertime and encourage households to cook and eat together.

“Two thirds of Australians (66 per cent) said they felt the idea of a formal dinnertime has become a thing of the past, that makes us really sad. Home cooks are obviously feeling the pressure of having multiple commitments and this coupled with high expectations from cooking shows and other food inspiration has meant many of us feel what we’re serving up isn’t good enough.”

 

 

Bronte mother Emily Velder who features in the advertisement at home with her husband and three children had been a meal box customer for six months, saying she signed up for HelloFresh after realising the question “what’s for dinner” had become one of the most stressful moments in her day.

“I’d still be working but my phone would go at around 4pm every day without fail from someone in the house asking me what I was making that night. It was becoming diabolical, everyone would come home famished and i’d often be rushing to the shops or chucking something together last minute as soon as I got in the door,” she said.

Like the 87 per cent of the Australians surveyed, she said her children Billy Jack, 14, Annie Rose, 13 and Daniel, 10, wanted to try new things and that the three had taken an interest in helping in the kitchen since the recipe kits started to arrive.

“Their palates have become so much more exotic. There’s a bit of excitement when the box arrives and they learn what we’ll be eating that week and they’ve started getting involved – my youngest often reads me the steps or I just give him one of the steps to do.”

 

Julie Grufstedt, head of brand HelloFresh Australia said: “This campaign signals HelloFresh Australia’s first foray into brand communications, built on a simple insight that cooking with HelloFresh has wonderful effect of bringing people together around the table. We worked closely with Emotive to create an honest and beautiful look into weeknight dinners in Australia.”

Mark Harris, executive creative director at Emotive said: “In modern life, families rarely spend much time together during weekday dinner times. We wanted to show how HelloFresh provides such incredibly diverse and healthy meals everyday. It inspires families to cook and eat together, no matter how busy they are.

“To capture this transformative effect, we filmed three real families in their own homes as they took delivery of and cooked with HelloFresh ingredients. With no actors, or rehearsals the resulting films, directed by Stefan Hunt, are beautifully observed, natural portraits that highlight the emotional benefit of the product, and not just the product itself. Here’s to the everyday cooks.”

Please login with linkedin to comment

closure HelloFresh

Latest News

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]