Food start-up Hello Fresh brings in Diffusion for UK drive

Hello Fresh, a food delivery and recipe start-up, has brought in Diffusion to boost the service in the UK market.

Hello Fresh: Diffusion to promote the service in the UK
Hello Fresh: Diffusion to promote the service in the UK

Diffusion will raise brand awareness and drive sign-ups to the service, which aims to make it easy for people to cook tasty and healthy meals at home.

The agency will create an integrated campaign across traditional and social media to target time-poor professionals and families. Diffusion will also produce initiatives such as live cook-alongs broadcast through Google Hangouts.

The service provides weekly recipe selections from professional chefs and nutritionists, and delivers the ingredients to users. The German-based start-up, which launches in 2011, recently secured investment reportedly worth between $5m (£3m) and $10m (£6m). It is available across a number of European countries, Australia and the US.

Hello Fresh commercial director Ed Boyes said: ‘We wanted to raise Hello Fresh’s voice in the UK as it’s such a rapid growth area for recipe box delivery services.

'The recent market conditions mean that, as well a spreading our message, Hello Fresh has to retain its position as leader in the marketplace and Diffusion was the perfect company to help us do this.

‘The concept of having exact ingredients that match chosen recipes can be hard to master, but Diffusion’s clear expertise in cutting through the noise, coupled with its transparent payment by results made it the perfect choice to raise Hello Fresh’s profile in the UK.’

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