HelloFresh Australia is dialling up its presence in culture, unveiling a new earned-first strategy designed to drive brand buzz and relevance among the next generation of foodies.
Developed in partnership with We Are Different, the approach represents a strategic evolution in how HelloFresh shows up for its customers – moving beyond convenience to deliver a high-energy product experiences that turn every meal into a cultural event across PR, social, influencer and owned channels.
“This approach builds on our global ‘Take Back Dinnertime’ brand platform, reimagining dinner with HelloFresh as something people genuinely look forward to and participate in,” said HelloFresh Australia Director of Brand Marketing, Chloe Painter.
“What’s different is how we’re bringing that to life. We’re focused on scalable ideas designed to live in culture – using earned, social, creator and owned channels to turn dinnertime into a shared cultural moment our customers want to be part of.”
The first creative expression of the strategy sees HelloFresh tap into the global K-culture phenomenon with the launch of its K-Pop Dinner Hunters campaign.
The multi-channel, culture-led campaign transforms the global obsession with K-culture into a participatory dinnertime experience. It arrives as Australia embraces a massive 2026 K-pop calendar, fuelled by an 800% surge in search interest for Korean food and the highly anticipated BTS reunion.
“K-culture is the perfect entry point for HelloFresh because it’s where food, music and fandom collide,” said We Are Different Founder and Director, Stuart Terry. “With K-Pop Dinner Hunters, we’re not just launching a new box and menu, we’re creating something designed to be shared, talked about and participated in.”
The campaign comes to life through a series of connected executions, each designed to embed HelloFresh within K-culture:
Owned Product Integration: An elevated unboxing experience that brings the hype and heart of the K-pop movement into the kitchen. The box features a bold K-Pop-inspired aesthetic, exclusive sampling offers, and a Ticketmaster competition where customers can win Ticket Cash to see their favourite idols.
Earned Content: Led by ARIA-award winner Dami Im, a new Mukbang-inspired content series helps break down the connection between K-culture, food and HelloFresh. Dami has also curated a bespoke collection of Korean-inspired recipes for the campaign, bringing authentic flavours to the HelloFresh menu.
AR Social Experience: An immersive AR experience on TikTok turns cooking moves into K-pop choreography, driving social engagement with support across influencer and UGC.
Experiential & OOH: A 3D digitally immersive Cube takeover at Chatswood Interchange and a high-energy Spin the Wheel street activation.
As the first expression of HelloFresh’s new culture-led strategy, the campaign signals a shift in how HelloFresh will continue to show up for its customers with ideas built for cultural participation.
Credits:
Client: HelloFresh Australia
Managing Director & CMO ANZ: Andreas Dinkel
Director Brand Marketing ANZ: Chloe Painter
Associate Director Brand & Communications ANZ: HelloFresh & EveryPlate: Alice Mansell
Brand Manager – HelloFresh AU: Alice Saleh
Brand Marketing Associate: Georgie Cooper
Marketing Manager – Influencer & Creator: Samantha Perrone
Earned First Creative Agency: We Are Different
Founder and Director: Stuart Terry
Head of Earend: Zoe Finlayson
Senior Performance Director: Jesse Muir
Senior Performance Manager: Georgia Eather
Performance Manager: Hailee Amalfi
Performance Executive: Helaina Young
Media Agency: Initiative
Lauren Murray: Client Director
Julian Monty: Senior Investment Director
Ashleigh Smith: Associate Investment Director
Divya Poojary: Strategy & Comms Design Director
ATL Creative Agency: Emotive
Alice Tschuchnigg: Business Director
Ruki Ahad: Senior Account Manager
Sophia Del: Executive Producer
Chris Cooper: Senior Designer
Brendan Donnelly: Creative Director
