HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo.
Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime.
The campaign communicates how HelloFresh draws inspiration from real families across the country to make dinner easy without a compromise on deliciousness and nutrition.
A series of video assets have been specifically designed for each phase in the purchase funnel.
Julie Grufstedt, head of brand and creative at HelloFresh Australia, said: “We’re thrilled by the positive sentiment and high level of engagement the series has already generated.
“In less than a week since launch, Dinner Diaries has set a new benchmark for HelloFresh branded video content, and we’re excited to see the effect of rolling out over a hundred bespoke videos across all digital channels, in our most extensive marketing campaign to date.”
Emotive creative director Mark Harris said: “HelloFresh came to us looking for an original way to engage and inspire their audience.
Armed with that ambition, we created and produced a new episodic format of storytelling for the brand – a comedic social portrait of Australia’s mealtime habits in 2018 presented by Lynne and Johnny.
“The series captures the eclectic and changing tastes of the nation, as families across the country challenge the traditional notion of what a weeknight meal should be thanks to HelloFresh.”
The campaign is rolling out across key digital and social platforms, with the initial episodes showcasing three families and their HelloFresh dinnertime experiences.
Episode two of Dinner Diaries is due for release later this month.
Client: HelloFresh Australia
Managing director and chief marketing officer: Amy Smith
Head of brand and creative: Julie Grufstedt
Brand campaign manager: Isobel Gray
Creative and production agency: Emotive
Strategy: Lucielle Vardy
Business director: Sarah Clifton
Social media director: Jamie Crick
Creative directors: Mark Harris and Andrew Cameron
Director: Madeline Kelly
Producers: Tom Pearce and Nikki Hardy
Director of production: Alex Serafini
Photographer: Jordan Kirk
Editor: Sam Gadsden