HelloFresh - Brand Positioning
When HelloFresh expanded its portfolio of brands, the need for clearly defining the brand positioning became crucial in preventing cannibalization of their primary customer. This meant transitioning from a start-up approach to evolving into a more mature brand. It was essential to establish a unified vision to create immediate differentiation by defining a color system and visual and verbal tone of voice. The new positioning was rolled out across 1000's of assets including paid social media, product innovation and development, TV, video, brand and influencer partnerships, packaging, direct mail and a broad range of printed collateral within 6 months.
The HelloFresh brand positioning project helped the company achieve its goal of becoming the no.1 meal kit brand in the US within the 3 months of implementation.
