Owning the Evening: How HelloFresh & Paramount+ Drove Engagement & Retention

The Challenge

In Q4 2025, HelloFresh UK launched a pioneering partnership with Paramount+ to solve a dual challenge: increasing customer retention in a competitive market and showcasing menu variety.

The Strategy

The strategy centred on a "total evening" value proposition: HelloFresh owns the dinner, Paramount+ owns the after-dinner entertainment. By aligning brand storytelling with growth investment, the campaign moved beyond traditional logo-slapping to create a culturally relevant lifestyle solution.

Execution and Innovation

The 360-degree integrated campaign embedded Paramount+ IP directly into the product experience through 50+ co-branded recipes, thematic in-box material, and a bundled subscription offer. Despite the operational complexity of managing 12 distinct entertainment IPs, the campaign validated a new operating model for HelloFresh.

Results

The partnership delivered an 11.7% uplift in Active Order Rate and a 21% reduction in cancellations among the treated group, shattering retention targets and proving that product-integrated cultural partnerships are a powerful lever for long-term brand loyalty.

Judge's Verdict

"A highly original, fun, and creative co-branded partnership that went beyond superficial branding to deliver a genuinely integrated customer experience."

"Strong commercial results backed by robust methodology to prove incremental impact."