optilyz Direct Mail Automation Awards 2024: HelloFresh wins “International Growth”
That’s HelloFresh
HelloFresh is the world’s leading provider of cookery boxes. The company was founded in Berlin in 2011 and now operates numerous brands that are available in Germany, the USA and the UK, among other countries. HelloFresh currently delivers to various major cities such as Berlin, Hamburg, Cologne and Munich with its own delivery fleet.
The company is constantly working to further expand its delivery network. Its mission: to provide varied meals with high-quality ingredients, reduce food waste and find new solutions to help people eat simply and consciously.
What does HelloFresh offer its customers?
The company is known for its so-called ‘cooking boxes’, which consumers can order as a subscription. These are food packages with pre-prepared and coordinated ingredients, as well as simple cooking instructions for use at home.
Customers can conjure up new dishes every week and save themselves the trouble of meal planning and shopping at the supermarket. This means that cooking becomes cheaper, easier and more varied. There is also less food waste – which is not only good for the wallet, but also for the environment.
Brandt, Mathias. “HelloFresh verkauft fast 49 Millionen Mahlzeiten.” Digitales Bild. 13. August, 2018. Zugegriffen am 22. Mai 2024. https://de.statista.com/infografik/11692/ausgelieferte-mahlzeiten-von-hello-fresh/
How well known is HelloFresh in Gemany?
Among users of food delivery services in Germany, awareness of HelloFresh is 82 per cent. The survey was conducted according to the concept of supported brand awareness, in which respondents were shown both the brand logo and the written brand name.
How high is the proportion of HelloFresh users in Germany?
Overall, 20 per cent of users of food delivery services in Germany order from HelloFresh. This means that of the 82 per cent who are aware of the brand, 24 per cent actually use the service.
How much attention does HelloFresh receive in Germany?
In November 2023, around 31 per cent of German users of food delivery services had heard of HelloFresh in the media, on social media or through advertising in the last three months. Of the 82 per cent who know the brand, 38 per cent have heard of it. At this point, HelloFresh was therefore well known in Germany.
Statista, HelloFresh Markenbekanntheit, Nutzung, Beliebtheit, Treue und Buzz bei Nutzer:innen von Lebensmittel-Lieferdiensten in Deutschland im Jahr 2023 Statista, https://de.statista.com/prognosen/1309900/hellofresh-lieferdienste-markenprofil-in-deutschland
How popular is HelloFresh?
Overall, 29 per cent of people who use food delivery services in Germany like HelloFresh. Of the 82 per cent of respondents in Germany who know HelloFresh, 35 per cent have a positive opinion of the brand.
How loyal is HelloFresh’s customer base?
Around 15 per cent of users of food delivery services in Germany state that they would probably order from HelloFresh again in the future. Since the brand’s usage share is 20 per cent, this means that 75 per cent of HelloFresh customers are loyal to the brand.
Thanks to optilyz’s international printer network, we can manage direct mail with one central team for countries all around the globe from Canada to Australia. This helped us change the way people eat forever world-wide.
Fruzsina Kajkó
CMR Reactivation Audience Manager
The reason why HelloFresh wins in the category “International Growth”
Scaling? No problem
HelloFresh is one of those fascinating companies that is characterised by the courage to change and a real hands-on mentality. And that pays off: HelloFresh is now the most popular cookery box in the world! But how does HelloFresh best reach its customers and keep them happy with updates, promotions and exclusive rewards? The magic word is programmatic print. The company was actually able to double its conversion rates with personalised mailings!
In just a few years, HelloFresh has managed to strategically expand into various countries and regions, inspire people with its mission and become increasingly influential outside of Germany. The ready-to-eat provider is now active in at least 18 countries, has delivered more than one billion cooking boxes in 2023 and employs 20,000 people worldwide!
Teamwork is everything
Speaking of employees: Such successes are only possible with strong teamwork. And HelloFresh has undoubtedly mastered this – everyone involved works closely together across national borders, endeavours to maintain a productive exchange and successfully coordinates many players. This creates room for innovation, trust and strong company growth – all important points that we want to honour with the optilyz Direct Mail Automation Awards 2024!
Optimised processes and strategies
A company is only successful (and remains so) if it constantly improves its processes, develops marketing strategies in a targeted manner and optimises performance on channels such as email, web or direct mail. To this end, HelloFresh regularly tests all initiatives and uses the results to make important adjustments. This is made possible, for example, with one of our integration partners such as Salesforce.
This also applies to the company’s direct mail automation strategy: HelloFresh used to send postal mailings without a marketing cloud and could only personalise its advertising and tailor it to all channels with a great deal of manual effort. The solution: With optilyz, the company can use automated mailings in cross-channel campaigns to always provide its customers with relevant content at the right time on their favourite channels or to reactivate them.
Download the case study of HelloFresh
Automated mailings and email marketing unfold their full potential in cross-channel campaigns and together increase profitability through targeted and seamless customer communication. Download the HelloFresh case study now.
