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Participants

Creative Direction — Dakyung Lee, Jong Woo Si, & HelloFresh Creative Team
Lead Design — Michelle Deng
Design — Katie Medina, Brin Azzarello, & Yelim Lee
Photography — HelloFresh Photo Studio
Copy — HelloFresh Creative Team

Project Overview: JD&Co. has been a fully integrated agency partner to HelloFresh since 2018, allowing them to rapidly scale their acquisition marketing without increasing headcount or sacrificing quality.

Services: Food & Beverage / Illustration / Packaging / Social

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HelloFresh is the world’s leading meal kit provider. As a company that is growing at breakneck speed (and with three thriving brands under its belt), they were looking for an agency partner that could collaborate closely with and complement their in-house team.

JD&Co.

absolutely

reshaped

and

defined

the

way

we

execute

creative

at

HelloFresh.

They

provide

both

a

vital

growth

engine

required

to

power

the

conversion

end

of

our

business,

alongside

a

deeply

conceptual

creative

capability

that's

allowed

us

to

move

into

longer-form,

brand

building

content.

They

move

at

the

speed

of

our

business,

with

the

usual

style

and

grace

one

comes

to

expect

from

a

team

led

by

Dakyung

Lee.

They're

sophisticated,

eminently

talented,

and

ready,

willing

and

able

to

tackle

work

from

all

ends

of

our

marketing

funnel

-

the

single

most

important

reason

HelloFresh

became

America's

#1

Meal

Kit

over

the

last

two

years.

Bill Weiss
VP, Brand & Creative at HelloFresh

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Our team worked in lockstep with the HelloFresh in-house team as creative collaborators and production partners, executing high volumes of assets across paid social, emails, and direct mail, as well as countless collaterals based on rapidly evolving business needs.

In so doing, we helped HelloFresh scale cost-effective customer acquisition campaigns across all channels, without increasing headcount or altering their creative operations. We also delivered some of the highest performing creatives to date by closely executing against company learnings.

Photo Art Direction for Special Holidays

Photo Art Direction for HelloFresh Retail

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Thanks to JD&Co.’s collaborative spirit and production chops, HelloFresh was able to scale its acquisition marketing rapidly in 2019, leading to some astounding results for the business. The number of active customers increased by 63% YoY, and the number of orders by 55.7% YoY. HelloFresh US was able to achieve its first full year of profitability.

The HelloFresh Brand team was also able to increase its creative capacity exponentially in 2019, completing over 2700 creative projects. That’s a remarkable ~250% increase from 2018 (and about 52 projects every week.)