HelloFresh

In a category filled with tired convenience tropes and “what’s for dinner?” dread, we helped HelloFresh stake out new ground by celebrating the pride, swagger, and joy of cooking at home. Let 'em Cook became a rallying cry for anyone to feel unstoppable in the kitchen

We focused less on features and more on feelings. The campaign champions those who are turning up the heat, feeding their families, and feeling great about it. From music-driven hero spots to bold OOH and platform-native social, every asset was designed to reignite belief in home cooking - featuring the most delicious, most exciting, and most empowering way to get dinner on the table.

The result: we shifted HelloFresh from a utility to a cultural force. Let ’em Cook gave HelloFresh a culturally relevant, ownable platform to build on - energizing perception, inspiring belief, and reminding people that dinner can be a source of pride, not pressure.