How HelloFresh Found New Audiences and Reduced CAC by 30%

HelloFresh has a sub-brand Youfoodz, a leader in ready to eat meal delivery, faced a tough challenge. Their polished ads weren’t connecting with broader audiences.

The company relied on two main ad concepts: offer-based ads and takeaway-focused messaging. These approaches had grown stale, and rising customer acquisition costs (CAC) made campaigns unsustainable.

The ads also felt overly branded, making them less relatable. New audience segments were left untapped. HelloFresh needed a fresh strategy to lower costs and reach more people.

Here’s How We Helped Them

We introduced a Rapid Message-Format-Concept Creative Testing Strategy to solve these problems. This strategy found effective messaging and formats.

First, we identified new audience segments like fitness enthusiasts and work-from-home professionals. Instead of generic promotions, we shifted the messaging to highlight real customer needs and lifestyles.

Next, we tested different ad styles to see what resonated best. 

Ads comparing HelloFresh to frozen meals and protein shakes performed well. Ads addressing meal-prep stress and cleaning frustrations also drove strong engagement. Formats that felt like organic Google searches or Reddit discussions built credibility.

Finally, we created User-Generated Content (UGC) ads to make campaigns feel more personal and relatable. Real-life stories, educational content, and engaging hooks helped capture attention and build trust.

An example UGC ad:

The Results

Our revamped strategy delivered powerful results:

• 30% Reduction in CAC: A data-driven and rapid message testing approach significantly lowered acquisition costs.

• Broader Audience Engagement: New segments, including fitness enthusiasts and WFH professionals, were reached.

• Higher Engagement Rates: Relatable messaging and fresh formats boosted click-through rates.

• Sustainable Creative Playbook: HelloFresh now has a proven framework for effective ads.

HelloFresh found new audiences and achieved sustainable growth by moving away from traditional, polished ads and embracing authentic, data-driven messaging.