HelloFresh Series - Stacey Solomon, Kate, Cindy
The Project
We teamed up with HelloFresh to make a series of social-first films and stills that could live comfortably across feeds, stories, wherever people actually scroll. The idea was simple: show how HelloFresh really fits into everyday family life. Not the picture-perfect version, but the real one. Think busy weekdays, half-set tables, kids hovering around asking what’s for dinner. We worked with familiar faces like Stacey Solomon and Kate Ferdinand, which helped everything feel instantly warm and recognisable. The brief was all about making something that felt genuinely useful and nice to watch. Nothing stiff or overly glossy. Just honest content that showed how HelloFresh makes cooking feel a bit lighter, a bit healthier, and a lot less of a chore at the end of a long day.
The Challenge
Meal kits are everywhere now, and most of them promise roughly the same thing. So the challenge was making HelloFresh feel like the one you’d actually want in your fridge. Social audiences can smell overly polished content a mile off, so it was important that everything felt natural, even when we were clearly showing the product doing its thing.
We had to walk that line between aspirational and real life. Nice kitchens, sure, but still believable. Beautiful food, but with the sense that someone actually cooked it themselves five minutes before eating.
Insight + Strategy
We knew from the start that the best moments wouldn’t come from forcing anything. So we focused on creating a set that felt relaxed and friendly, where everyone knew their role so well that it left space for things to happen naturally. Our director was brilliant at drawing out real conversations, the DOP made everyone look great without it ever feeling flashy, and the whole crew kept things ticking along without any fuss. We followed the full HelloFresh journey in a very human way, the box arriving at the door, flicking through the recipes, cooking in real time, and finally sitting down to eat. Somewhere along the way there were little off-script moments, laughs, bits of chaos, and those were often the best bits. By grounding everything in routines people recognise, the benefits came through naturally. It felt easy, time-saving, healthy, and most importantly doable.
The Result
What we ended up with was a set of films and stills that feel warm, familiar and easy to connect with. Nothing shouty, nothing forced. Just honest storytelling with people audiences already trust, showing HelloFresh as something that actually works in day-to-day life. The kind of service that earns its spot in the weekly routine, rather than just looking good on a grid.
