HelloFresh Growth Playbook
Change the way you eat.
Mail
Direct
Strategy
Coupons
The Spark
Meal planning and shopping is a cognitive chore. They wanted to automate home cooking.
The Growth Engine
The 'High-Frequency' Physical Retargeting Engine: HelloFresh tacticaly won the meal kit category through 'Aggressive Offline Acquisition'. Their growth engine is 'The Mailbox Blitz'—sending millions of high-value, physical coupons (e.g., '16 Free Meals') to prospects. By leveraging data to target life-change events (moving house, having a baby), they captured users at the moment their habits were most plastic. This 'Omnipresent Branding' combined with a high-friction 'Subscription-by-Default' model ensured high CAC was offset by long-term LTV from families who value the 'Decision-Free' nature of the service.