Using neuroscience to create a new brand positioning.
HelloFresh is one of the most successful companies on the market for innovative food concepts. Both domestically and internationally, the brand has established itself as a pioneer for mail-order meal kits for home delivery. But one thing was still missing: Emotional appeal. As a result, the HelloFresh brand was unable to differentiate itself from other, similar offers on the market and build up customer loyalty.
Our task therefore was to emotionalize the HelloFresh brand and reposition it in the German market. But which emotions were likely to achieve the best results? We found the answer with the help of neuroscientific methods. Our Neuroscape Model made it possible to identify and steer the brand’s emotional appeal to customers.
The results: In addition to fast delivery, pre-measured ingredients and convenient food preparation, we found that the aspects of “inspiration” and “variety” were most effective in appealing to the target group and retaining customers. And we applied these findings not only to the new brand positioning. We also showed how the aspect of inspiration could be brought to life effectively across all communication channels – with a coherent communication concept and a central theme.
HelloFresh is the world’s largest delivery service for recipes and pre-measured ingredients.
Based in Berlin, the company develops its own recipes and creates “meal kits” containing the necessary ingredients for delivery to subscribing customers.