merit
People have been saying “you are what you eat” for ages. And at Green Chef, we buy into that. Not because you’re going to turn into a brussel sprout or a salmon filet, but because if you eat healthy foods, you’re more likely to be healthy. To highlight Green Chef’s science-backed recipes, we put the old phrase to the test, creating an entertaining message that highlighted their clean ingredient story while also humanizing it — making Green Chef meals relate to our customers personal choices and personality.
Green Chef only does performance marketing and has never invested in "brand". They wanted to test out CTV to see if that was a viable platform for building longer term brand loyalty.
Challenges:
• Green Chef is the luxury provider arm of HelloFresh and people don't know who they are - low awareness
• Their customers care about high quality ingredients and flavor
• Very small production budget
Objectives:
• Drive Q1 sales via CTV
• Build brand recognition & affinity
• Show that Green Chef is a high-quality provider with natural foods and top notch ingredients
We developed a brand campaing that could live in their CTV spot but also had extensions outside of that.
People have been saying “you are what you eat” for ages. And at Green Chef, we buy into that. Not because you’re going to turn into a brussel sprout or a salmon filet, but because if you eat healthy foods, you’re more likely to be healthy. To highlight Green Chef’s science-backed recipes, we put the old phrase to the test, creating an entertaining message that highlighted their clean ingredient story while also humanizing it — making Green Chef meals relate to our customers personal choices and personality.
In terms of results - Green Chef say that the markets that the spot ran in increased sales vs comparable markets where the spot did not run. They also saw increased results through their standard performance marketing campaigns within the CTV markets.
