OVERVIEW
HelloFresh is the world's leading meal delivery service. In 2023, the HelloFresh Group generated €7.6 billion in revenue and delivered over a billion meals worldwide. Operating brands including HelloFresh, Green Chef, EveryPlate, and Factor, they compete at a scale few ecommerce businesses can match.
HelloFresh was already the world's #1 meal kit. But in paid social, being #1 means nothing if you're not testing 10x more than your competitors. The top 1% of advertisers don't win with better ads. They win with better systems. HelloFresh needed to build one.
They needed a creative partner who could do more than produce assets. They needed infrastructure: a testing engine capable of generating hypotheses, validating them at scale, and turning learning into repeatable growth across Meta and TikTok. The goal wasn't just more ads. It was a systematic approach to creative discovery that could keep pace with their ambitious acquisition targets and ever-changing offer landscape.
THE CHALLENGE
Volume alone doesn't drive performance. Diversity does, but only if it's tested systematically.
HelloFresh required hundreds of assets each month across multiple brands, offers, and product launches. But creative production without strategic rigour is just noise. The challenge was building a closed-loop system that could:
- Generate testable hypotheses from audience data and performance insights
- Produce creative at the volume and diversity required to validate those hypotheses
- Capture learnings from every test and feed them back into the next cycle
- Maintain brand coherence and quality across thousands of assets
This wasn't a production brief. It was infrastructure.
THE APPROACH
We built HelloFresh a creative testing engine based on our continuous learning methodology: Plan → Build → Test → Capture → Repeat.
We didn’t guess. Each sprint was anchored in audience segmentation, historical performance, and competitor analysis. Every sprint tested 3–5 distinct buying angles, covering convenience, health, cost-saving, and variety. Diversity was intentional: multiple audience segments, creative formats, and messaging angles ensured learning wasn’t limited to one perspective. Every asset had a strategic purpose.
We deployed our in-house studio and creator network to produce creative across multiple formats and executions. We worked with over 100 unique creators, each delivering platform-native content designed for authenticity on TikTok and Meta. Diversity of creators, angles, and formats allowed us to generate meaningful insights, not just output. Vertical integration meant speed without bottlenecks.
We ran structured campaigns with clear controls, testing multiple angles and executions simultaneously. This allowed us to separate signal from noise and identify not just what worked, but why it worked. Placement optimisation ensured every asset was tested in the right environment.
Every test generated data. Because we tested a wide range of creative variations, learnings were directional, not anecdotal. We captured insights, identified patterns, and built a knowledge base that informed the next wave of creative. Over time, experimentation became a playbook.
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SOLUTION
Over 12 months, we delivered 1,694 new assets and tested 4,300+ ads. What started as a production partnership became a permanent creative infrastructure embedded across HelloFresh's acquisition channels. We operate as an extension of their performance and creative teams, providing both strategic counsel and production horsepower, with a system that gets smarter with every cycle.
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