Silverbean, HelloFresh x Totum: Breaking the Mould

HelloFresh’s aim was to reach university students during a key period: freshers week and back to university dates. To do so, the brand needed to take a fresh, new approach beyond anything that had been done previously.

By working closely with TOTUM, Silverbean helped HelloFresh reach its core audience and, critically, retain those customers with campaigns tailored empathetically to the student experience during a global pandemic. The partnership involved creating movie parodies showing the simplicity and ease of cooking HelloFresh meal kits via influencers, TOTUM and HelloFresh itself.

The partnership delivered an incredible month-on-month uplift and 437% year-on-year new customer subscription uplift for HelloFresh, as well as an 852% increase in customer lifetime value (LTV) through an extended discount offer. TOTUM also saw its performance on HelloFresh’s partner programme increase through huge audience uptake, and a reach of 300k achieved across its social platforms during the promotional period – truly a win for all involved.