Unbox Life

Briefing

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HelloFresh wants to reinforce its position as Belgium’s #1 meal box and shift perception from being seen as “Dutch” to feeling truly Belgian. The campaign should go beyond functional benefits and connect emotionally, showing what HelloFresh really gives consumers: more time for the things that matter.

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Insight

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Planning, shopping, and deciding what to eat has made dinner feel like a chore. It’s not the cooking that drains us, it’s everything around it. Belgians are longing for lighter evenings, free from stress.

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Idea

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HelloFresh doesn’t just deliver ingredients. It delivers reclaimed time. Time to enjoy life’s small, silly or meaningful moments. That’s the real benefit. And we tell that story with a Belgian flavor: dry humor and light absurdity that makes the campaign feel local, fun and different.

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Execution

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During my internship, we launched a social-first, full-funnel campaign soaked in Belgian humor. Upper-funnel films show people using their newfound time in hilariously pointless but oddly satisfying ways — like brushing their bike spoke by spoke or watching their grass grow. Mid- and lower-funnel content brings in USPs like “10-minute meals” and “pause anytime,” while always tying back to the real payoff: more time. From TikTok challenges to pop-up relax zones and digital banners that "unbox" themselves — everything delivers the same message: Unbox HelloFresh. Unbox life.

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