Emails HelloFresh
I started writing for HelloFresh and its sister brands, Green Chef and EveryPlate, in May 2020. With lockdowns in full effect and uncertainty around food safety, everyone was cooking at home. Meal kit delivery companies like HelloFresh were booming, and so were their CRM efforts.
Most of my work focused on targeted promotional email campaigns and paid social, with a bit of direct mail and specialty kit naming/concept development sprinkled in. The content I created helped boost customer retention and drive new signups across all three brands.
While all three share a conversational, witty tone, each brand has its own distinct voice:
HelloFresh: Playful and encouraging, focused on everyday kitchen wins
Green Chef: Authentic and supportive, geared toward lifestyle diets like keto, paleo, and vegan
EveryPlate: The cheekiest of the bunch, with bold, value-first messaging
Here’s just a taste of the many emails I wrote during my 8-month stint.
Hall-Of-Fame HelloFresh
(D)inner Peace Green Chef
Black Friday, Cyber Month/Monday EveryPlate
