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HelloFresh is the largest meal-kit provider in the United States, and also has operations in Canada, Western Europe, New Zealand and Australia. It was founded in November 2021 and was one of the earlier companies in the meal-kit industry. By 2014, the company was delivering 1M meals per month.
HelloFresh’s product and service are ideal for influencer marketing because it's visually appealing and can be promoted in a variety of ways (according to the niche and target audience). HelloFresh’s tactic is to allow the influencer to promote their product in the most authentic way possible, such as sharing a personal element - “I’ve had a busy day with the kids and don’t have the energy to cook a nutritious, filling meal - thankfully, I have a HelloFresh meal waiting to be prepped and cooked”.
You can read a full breakdown of HelloFresh’s marketing strategy here. HelloFresh has appeared on over 2,500 YouTube channels to date. Here, we take a look at some of their most successful channels, and see why these creators proved so successful for this brand.
Category: Animals
Subscribers: 2.8M
Average views: 1M
Creator Country: United States
The channel that has brought in the most views for HelloFresh is Rocky Kanaka. This YouTuber is on a mission to spread and raise awareness for homeless pets, creating content all about dog and cat rescues. HelloFresh has partnered with this channel 7 times and has generated for the brand 40M views. The video with the highest number of views (25M) was Letting a Homeless Dog Pick His First Meal.
What do HelloFresh and pet rescue have in common? This might sound far-fetched, but also animal advocates need to eat. Rocky Kanaka explains that between creating content about animal rescue and actually doing the rescuing/taking care of the homeless pets, making food each day is not a priority - that’s where HelloFresh comes in clutch.
Category: Food
Subscribers: 6.5M
Average views: 4.8M
Creator Country: United States
This channel, which focuses on all-things food including eating and cooking challenges as well as recipes, has brought in over 22M views for HelloFresh. The video with the highest number of views (13M!) was Parmesan Cheese Wheel Pasta. HelloFresh has partnered with Nick DiGiovanni six times over the last two years, with their latest collaboration racking up 3M views.
It’s safe to say that Nick DiGiovanni has become quite the expert in the ‘food’ category on YouTube. Millions of viewers turn to his channel for food entertainment, which ties in nicely with HelloFresh’s marketing strategy - enabling pretty much anyone to be a ‘chef’ while having fun.
Category: General Knowledge
Subscribers: 10.5M
Average views: 2.9M
Creator Country: United States
This channel takes a very close look at pretty much everything - technology, space, animals, vehicles, and much more. More importantly, they have brought a lot of exposure for HelloFresh - 41.05M total views to be exact. Interestingly, SmarterEveryday constantly finds unique ways to integrate the collaboration into the videos - whether the content has to do with food or not.
SmarterEveryday has become the go-to channel for anyone looking to learn about new things - especially those interested in the science behind pretty much anything. When viewers see SmarterEveryDay promoting HelloFresh’s products, they know the creator has fully explored the brand and its products and can therefore confidently give this company a try.
Category: Lifestyle
Subscribers: 1.8M
Average views: 1.6M
Creator Country: The Netherlands
Romee Strijd is a model and influencer who shares a behind-the-scenes look at what its really like to be in the fashion industry. She takes her viewers along for business trips and modeling gigs, showing how she juggles business and pleasure (being a mom to a beautiful daughter). It’s pretty clear how HelloFresh integrates quite seamlessly with this creator - keeping Romee Strijd fed, healthy and worry-free.
As mentioned above, the partnership between Romee Strijd and HelloFresh is quite obvious - the creator doesn’t have time to cook up an elaborate meal every day that adheres to her a little bit stricter diet (staying healthy during her second pregnancy and bouncing back after giving birth). Romee Strijd promotes the ability to fully customize HelloFresh meal plans according to your lifestyle.
Category: Lifestyle
Subscribers: 2.1M
Average views: 432K
Creator Country: United States
Since 2013, Aspyn and Parker have been documenting and vlogging their everyday lives. Over the years, they have gotten engaged, married, moved houses, and of course, had two beautiful daughters. Millions of viewers have enjoyed keeping up with the Ovard-Ferris family because they share a realistic look into all of life’s up’s and down’s. Throughout the years, HelloFresh has pretty much been by their side, sponsoring this channel over 50 times!
Aspyn and Parker don’t hold back - they share the hardship of parenthood, the stress of being an influencer, and how they stay afloat. And, their viewers are in the same boat - the ideal audience for HelloFresh. When juggling all the above, who has time to prepare, shop, cook 3 meals a day, everyday? HelloFresh keeps it easy and stress-free and that is highlighted in Aspyn and Parker’s videos.
These top YouTube channels have hit it out of the park for HelloFresh and helped the meal delivery brand to establish their impressive brand presence on YouTube. You can take an even more in-depth look at their influencer marketing strategy here. Do you think your channel is a perfect fit for HelloFresh? Click here to explore this sponsorship opportunity.
