HelloFresh opens portal connecting advertisers to shoppers

Dan Berthiaume
Senior Editor, Technology
hello fresh
The HelloFresh Media Portal makes partnership opportunities scalable for the meal kit company.

A leading meal kit provider is the latest food retailer to launch a retail media network for its CPG brand partners.

HelloFresh is partnering with owned media platform Brandcrush to digitize and streamline its media partnership processes. As a result, the company seeks to provide brands efficient access to its consumer base via a single online portal. Leveraging the Brandcrush platform, HelloFresh can now perform media bookings, management, and reporting processes online.

The HelloFresh Media Portal, supported by Brandcrush technology, makes partnership opportunities scalable. Digitization modernizes HelloFresh’s media processes, enabling the company to transition from spreadsheet to software for more efficient handling of campaign onboarding and active partnerships via a one-stop location for media management.

In addition, HelloFesh’s frictionless online platform provides its CPG brand partners greater agility and access to targeted media opportunities such as in-box sampling, inserts and online marketing. The company intends this increased owned media monetization to connect more of its brand partners with its customers.

"We've experienced significant growth over the last two years, reaching more than 4 million active customers last quarter. Our savvy health-conscious consumers value discovery and are more likely to purchase a product that they have sampled in our boxes. Combined with our digital assets, marketers have the opportunity to leverage our customer touchpoints as part of their integrated campaigns. And with a digital platform, we have made the process of campaign onboarding much more streamlined and visible for our brand partners," said Nicole Hawkins, director of brand partnerships at HelloFresh USA. "Now brands and agencies can access a single, centralized source of media partnership opportunities and their brand team can keep track of campaigns at all times."

"Increased supplier marketing accessibility and monetization are necessities. Our technology has allowed direct-to-consumer and grocery retailers, shopping malls, gym chains and even universities to drive engagement, customer acquisition and ROI,” said Brandcrush CEO and co-founder Teresa Aprile. “We're thrilled to help HelloFresh stay efficient, agile and competitive by empowering them with our proven digital tools."

Retailers open customers to targeted ads
Numerous major retailers across verticals including grocery and on-demand delivery platforms are directly partnering with CPG advertisers to deliver targeted ads to consumers as they make purchase decisions. For example, both Ahold Delhaize USA and Instacart are building out their existing retail media networks.

Peapod Digital Labs, the digital, e-commerce and commercial company of Ahold Delhaize USA, will grow its AD Retail Media network by building an end-to-end, in-house retail media business. With this move, Peapod Digital Labs will offer new strategic partnerships and expanded capabilities and shift to the CitrusAd retail media network platform, powered by Epsilon.

And Instacart is enhancing the ad buying experience in Ads Manager, the company’s self-service portal, as well as making shoppable video ads that combine immersive rich media creative with a set of in-line shoppable products available to all brand partners.

HelloFresh SE is a global food solutions group and an international meal kit company. The HelloFresh Group consists of six brands that provide customers with food and recipes for different meal occasions. The company was founded in Berlin in November 2011 and operates in the U.S., the U.K., Germany, the Netherlands, Belgium, Luxembourg, Australia, Austria, Switzerland, Canada, New Zealand, Sweden, France, Denmark, Norway, Italy, and Japan.

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