BXP - June 2018 - 13

13

Informed for market dIsruptIon

advertising." Quickly producing the content enables

Hellofresh se was founded by thomas Griesel and dominik

Hellofresh's u.s. marketing team to run dozens of a/B tests

richter in november 2011 in Berlin, and the group has offices

on its website every month and regular tests of its marketing

around the world including new York, Berlin, London, am-

communications against revenue goals.

sterdam, Zurich, sydney and toronto. the company prides
itself not only for being a leading global provider of fresh

an evoLvInG Go-to market strateGY

food at home in multiple worldwide markets but for a pow-

Hellofresh's marketing innovations go beyond testing which

erful data-driven technology platform specifically designed

ad performs the best on social media or what commercial

to enable its global operations to disrupt the food supply

drives customer acquisition. "for the very first time, we've

chain and change the way people experience food from the

expanded into a retail environment," fitzgerald explains.

shopping experience to preparation.

"this latest evolution changes the product. It's not a subscription. this is a grab-and-go solution for an impulse shop-

Griesel's and richter's leadership, says fitzgerald, drives the

per, and it's very complimentary to our core product."

group's commitment to data for informing their development,
design and marketing strategies. this commitment compels

the new retail offerings enable grocers to tap into innovations

the entire executive team to look for best-in-class examples

fueled by the more than 60,000 u.s. customer data points

of testing and iteration across categories. "In a chat with one

collected by Hellofresh per week. these insights delivered

of our of executives, netflix revealed that they could run up

meal kit solutions, which includes recipes and ingredients for

to 900 a/B tests a week because of how many people are

peppercorn steak, Chickpea Couscous, paprika Chicken and

engaging with the netflix platform," fitzgerald explains.

more, endorsed as delicious by a broad consumer base.

Inspired by netflix, the Hellofresh u.s. team was charged

fitzgerald's team also worked and is working closely with

with a mandate to empower innovation, which is why they

its retail partners to understand the category. "It's been a

created the manhattan photography studio and in-house

very collaborative and iterative process," he says. "We've had

film set. fitzgerald explains. "We want to be able to quickly

to work through questions together, such as where is the

produce photography and video for our app, website and

right placement in the store, how do we implement benefit

BXPMagAzine.com


http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - June 2018

BXP - June 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Fresh Approach
Buzz-Worthy Health Care Innovation
Itching the Impulse
The Debate: Socially Conscious Marketing & Eco-Conscious Design
Brand Leaders & Rising Stars Retrospective
The Toolbox: Transparent & Glass Packaging
Ad Index
The List
BXP - June 2018 - Intro
BXP - June 2018 - BB1
BXP - June 2018 - BB2
BXP - June 2018 - BXP - June 2018
BXP - June 2018 - Cover2
BXP - June 2018 - 1
BXP - June 2018 - Contents
BXP - June 2018 - 3
BXP - June 2018 - 4
BXP - June 2018 - 5
BXP - June 2018 - Editor’s Letter
BXP - June 2018 - 7
BXP - June 2018 - The Scene
BXP - June 2018 - 9
BXP - June 2018 - Chief Experience Officer Series: Fresh Approach
BXP - June 2018 - 11
BXP - June 2018 - 12
BXP - June 2018 - 13
BXP - June 2018 - 14
BXP - June 2018 - 15
BXP - June 2018 - 16
BXP - June 2018 - 17
BXP - June 2018 - Buzz-Worthy Health Care Innovation
BXP - June 2018 - 19
BXP - June 2018 - 20
BXP - June 2018 - 21
BXP - June 2018 - 22
BXP - June 2018 - 23
BXP - June 2018 - Itching the Impulse
BXP - June 2018 - 25
BXP - June 2018 - 26
BXP - June 2018 - 27
BXP - June 2018 - The Debate: Socially Conscious Marketing & Eco-Conscious Design
BXP - June 2018 - 29
BXP - June 2018 - 30
BXP - June 2018 - 31
BXP - June 2018 - 32
BXP - June 2018 - 33
BXP - June 2018 - Brand Leaders & Rising Stars Retrospective
BXP - June 2018 - 35
BXP - June 2018 - 36
BXP - June 2018 - The Toolbox: Transparent & Glass Packaging
BXP - June 2018 - 38
BXP - June 2018 - 39
BXP - June 2018 - 40
BXP - June 2018 - 41
BXP - June 2018 - 42
BXP - June 2018 - Ad Index
BXP - June 2018 - The List
BXP - June 2018 - Cover3
BXP - June 2018 - Cover4
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