While the restaurant industry struggled during the pandemic, HelloFresh, America's largest meal kit provider, experienced remarkable growth, adding one million new customers in the first quarter of 2020 alone. By 2021, the company had delivered an astounding one billion meal kits to 8.5 million active customers. A key driver of this success? Its innovative YouTube influencer marketing strategy.
HelloFresh: Pioneering the Meal Kit Revolution
Founded in November 2011, HelloFresh was an early entrant in the meal kit industry, operating across the U.S., Canada, Western Europe, New Zealand, and Australia. Within just three years, by 2014, the company was shipping over one million meal kits monthly.
The company's core value proposition revolves around delivering pre-portioned ingredients with detailed recipes, allowing customers to easily prepare meals at home. Users can select from various meal plans—including family-friendly, pescatarian, quick-prep, and healthy options—while customizing portion sizes and delivery frequency.
The Influencer Marketing Advantage: Authenticity Meets Visual Appeal
HelloFresh's visually appealing products naturally lent themselves to influencer marketing. The company encouraged creators to authentically share their cooking experiences, sponsoring over 11,000 YouTube creators, 4,000 podcasts, and 90 press releases.
While competitor Blue Apron experimented with influencer marketing as early as 2014, HelloFresh's more flexible approach proved more effective. Unlike Blue Apron's exclusive contracts that restricted creators from promoting rival brands, HelloFresh dominated search results for terms like "healthy food," "nutrition," and "diet," with significantly more mentions and creator collaborations.
Case Studies: HelloFresh's YouTube Influencer Strategy
HelloFresh's genius lay in collaborating with influencers across diverse niches—not just food—expanding its reach to broader audiences. Here are five standout examples:
1. Rocky Kanaka (Animal Rescue): Compassion Meets Convenience
The pet rescue YouTuber generated over 40 million views across seven collaborations, with his highest-performing video—"Letting a Homeless Dog Pick His First Meal"—amassing 25.15 million views. By highlighting how HelloFresh solved meal prep challenges for busy rescuers, the campaign resonated deeply with animal lovers.
2. Nick DiGiovanni (Food): Culinary Credibility
The food expert's six collaborations brought 22+ million views, with "Parmesan Cheese Wheel Pasta" reaching 13.12 million. His professional endorsement positioned HelloFresh as enabling anyone to become a home chef.
3. SmarterEveryDay (Science): Trust Through Expertise
The science channel's innovative integrations delivered 4.1 million views. Its analytical audience trusted the creator's endorsement, associating HelloFresh with quality and reliability.
4. Romee Strijd (Lifestyle): Health and Convenience
The model's content showcased HelloFresh as essential for maintaining healthy eating amid her demanding schedule, perfectly aligning with the brand's wellness positioning.
5. Aspyn and Parker (Family Vlogging): Relatable Problem-Solving
With 50+ collaborations documenting their family journey, the creators authentically presented HelloFresh as a solution to meal prep stress, particularly for busy parents.
Through these strategic partnerships, HelloFresh successfully communicated its value proposition while expanding brand awareness across diverse consumer segments—a key factor in its market dominance.