REC Case file · MMNT-022 Short-form campaign

HelloFresh

This is what dinner used to look like

Six short spots built on one before-and-after hook, in market across Canada and the US for more than 120 days, in partnership with Genero.

▶ Roll the tape Let's Cook

Client: HelloFresh
Partner: Genero
Markets: Canada + US
Run: 120+ days
Deliverables: 6 spots, 12-14s, 9:16
Services: Production, edit

The Tape Rack

CH 01 · Quick Meals

0:12

SP · Stereo

● Hi-Fi

MMNT-022 · Quick Meals · SP

MMNT VD-2000 · Hi-Fi Stereo

Tape rack6 tapes

The Brief

Six hooks. 120+ days in market.

HelloFresh needed weeknight-dinner creative that could run across Canada and the US, in partnership with Genero, and stay in market for more than 120 days.

We built it on one line the viewer already says out loud: this is what dinner used to look like. Every spot opens on the old way, frozen meals, bland leftovers, a week of shopping with nothing to cook, then the box arrives and the kitchen changes.

Warm. Bright. Fast. A kitchen you'd actually cook in.The style brief

The Moves

What we actually did.

Production, edit. One crew, start to finish.

Take 1

One hook, six angles

Every spot starts the same way, then swaps the subject: quick meals, family dinners, easy dinner, weeknights, a week with nothing to cook, and "well balanced." Six ways into the same relief.

Take 2

The problem comes first

Each spot opens on the old way before the green box lands. The product shows up as the turn in the story, not as the opener.

Take 3

People you'd cook next to

Two home cooks, one with kids at the counter and one at the stove, in a bright home kitchen and dining room. The fix reads like a family's week, not a food shoot.

Take 4