Sara Molina

Emails HelloFresh
I started writing for HelloFresh and its sister brands, Green Chef and EveryPlate, in May 2020. With lockdowns and uncertainty about food safety in full effect, everyone was cooking at home. Meal kit delivery companies like HelloFresh were booming, and so were their CRM efforts. The majority of what I worked on for all three brands was promo email campaigns, targeting both new and former customers, with plenty of paid social and a bit of speciality kit naming/concept development sprinkled in for good measure.

While the tone for all three brands is conversational, witty, and friendly there are language differences that ladder up to their unique value props:

HelloFresh: With the broadest consumer targeting, copy for their main brand focuses on
daily kitchen wins in a playful and encouraging way. Recipes offer the most diverse and adventurous flavors of the group.

Green Chef: Geared towards lifestyle based diets like keto, paleo, and vegan, this brand speaks to the ease
of eating well. Copy is authentic and supportive, no matter where the consumer is on their clean eating journey.

EveryPlate: Think family-friendly comfort meals like chicken parm, burgers, and spaghetti and meatballs.
The most cheeky of the three brands is all about value messaging.

Here’s just a taste of the many, many emails I wrote for HelloFresh , Green Chef, and EveryPlate during my 8 month stint with them.
If you’re still hungry for more, I’ve got plenty of other samples to share.

Hall-Of-Fame HelloFresh

 (D)inner Peace Green Chef