HelloFresh offers meal-kits including ingredients sourced from local suppliers and step-by-step recipes created on a weekly basis by their in-house culinary teams. The company delivers over 7.2 million meals a month to over 500,000 regular subscribers across the world. HelloFresh’ aim is to inspire as many people as possible with fresh new food and recipes. And they were looking for a way to share this inspiration with a wide audience. On the radio. Preferably with short spots. So here’s what we did: we reinvented the medium with a little help of technology!

In a series of radio adverts, HelloFresh inspires you with fresh new food and recipes in a way you never heard before. We found a way to broadcast full length recipes on national radio within budget. We speeded up the audio description of the recipes 8 times. In the advert, we call upon listeners to hold their mobile device handy and record our recipes using the standard slo-mo video function. When you play back the recorded audio, you will hear the full length recipe at normal speed. With this use of everyday technology, we were able to broadcast full length recipes in just 10 seconds. Everyday of the week, we served our listeners a new inspiring recipe.

By airing the recipes on the radio in super high speed, we saved enough budget to broadcast a fresh new recipe every day of the week. The campaign aired on two of the largest national radio stations around typical grocery-doing-hours. In this way HelloFresh inspired people nationwide to experience something new.