Initiative has announced a major global win, with HelloFresh Group – which includes Youfoodz and Every Plate – appointing the agency to unify its media across 12 markets in Europe and ANZ. The move expands Initiative’s existing UK partnership with the meal prep giant into a worldwide collaboration.
The announcement was made on LinkedIn this morning, with the agency saying that the win “highlights the creativity, collaboration and data-driven expertise of our teams across markets”.
Initiative Australia CEO Jo McAlister said: “We’re thrilled to be welcoming HelloFresh, Youfoodz and Every Plate to Initiative Australia’s family”.
“They are incredible brands with a clear ambition of growth and deep understanding of today’s consumer, which perfectly aligns with Initiative’s culture of dynamic, data-driven creativity”.
McAlister said the global collaboration is a milestone for the agency’s network. “The global partnership is a testament to the strength of our network, and we’re excited to bring it to life here in Australia with work that drives growth, connection and real business outcomes. Bon appétit to our new partnership, our team can’t wait to get started”.
The appointment marks another major step in HelloFresh’s global marketing evolution, as the brand continues to share its story with audiences worldwide “in the most meaningful and effective ways.”
