HelloFresh Modernizes Its Retail Media Processes
Meal kit company HelloFresh has updated and digitized its media partnership processes by working with Australia-based omnichannel media platform Brandcrush.
HelloFresh has scaled its owned media bookings, management and reporting processes online to connect brands and agencies with the company’s consumer base and drive product discovery and growth, according to a news release from Brandcrush.
The HelloFresh Media Portal, powered by Brandcrush, provides brand partners with “greater agility and access” to more targeted media opportunities such as in-box sampling, inserts and online marketing. The digitization modernizes the company’s media processes, as going from spreadsheet to software gives HelloFresh the ability to handle campaign onboarding and active partnerships more efficiently via a one-stop-shop for media management and campaign tracking.
"We've experienced significant growth over the last two years, reaching more than 4 million active customers last quarter,” said Nicole Hawkins, director of brand partnerships at HelloFresh USA, in the release. “Our savvy health-conscious consumers value discovery and are more likely to purchase a product that they have sampled in our boxes.”
“Combined with our digital assets, marketers have the opportunity to leverage our customer touchpoints as part of their integrated campaigns. And with a digital platform, we have made the process of campaign onboarding much more streamlined and visible for our brand partners,” Hawkins added.
HelloFresh reported strong results during the height of the COVID-19 pandemic, with earnings of $1,166 million in the second quarter of 2022 in U.S. sales alone, jumping 38% year-over-year, according to the release. The company also garnered a record number of customers in this period, eclipsing four million active customers.
U.S. and India market research firm Grand View Research valued the global meal kit services market at $10.26 billion in 2020 with the expectation it would expand at an annual growth rate of 13% through 2028. Brand partnerships are also evolving as changing consumer behavior, diminishing attention spans, the proliferation of retail media and limited top-tier media positions have led more marketers to rethink traditional practices and allocate budgets to new and emerging channels, ushering in HelloFresh’s move into the new era of sampling and media partnerships.
"Increased supplier marketing accessibility and monetization are necessities. Our technology has allowed DTC and grocery retailers, shopping malls, gym chains and even universities to drive engagement, customer acquisition and ROI,” Brandcrush CEO and co-founder Teresa Aprile said in the release.
HelloFresh and Brandcrush's collaboration was made possible after the Australian-based company expanded into the U.S. market for the first time to help grocery retailers and CPG brands drive growth with centralized media management.
Brandcrush offers grocery retailers a software and network across touchpoints (in-store, out-of-store and online shopper media) and a scalable platform that integrates with financial, CMS and onsite media platforms to drive an end-to-end solution.