HelloFresh partners with Paramount+ for movie-inspired meals

HelloFresh UK has teamed up with Paramount+ UK in a groundbreaking collaboration that blends food, film, and television into one unique experience. The initiative, called ‘One menu. A mountain of entertainment,’ will feature over 50 HelloFresh recipes inspired by popular Paramount+ titles like Yellowstone, Star Trek, Mean Girls, and Dexter.

Starting on Saturday, October 25th and running until December 5th, this campaign combines innovative meal kits with popular culture to offer customers a variety of options to enjoy. Customers who order three or more HelloFresh boxes during the promotion will receive three months of complimentary access to Paramount+ UK.

Each week, a new selection of dishes inspired by Paramount+ shows will be introduced, such as Yellowstone-inspired Cajun smoky beef burgers and Star Trek’s umami miso mushroom rigatoni. Alix McCaffrey, the senior director of product at HelloFresh UK, expressed excitement about partnering with Paramount+, calling it a significant milestone for HelloFresh UK. McCaffrey stated that the collaboration not only enhances the customer experience but also aligns the HelloFresh brand with a premium content provider.

To promote this partnership, HelloFresh will launch a multi-channel marketing campaign that includes a 30-second video spot airing on Paramount+ UK’s ad-supported tier during peak evening viewing hours. The partnership will also be promoted across various digital platforms like Meta, TikTok, and YouTube, alongside CRM, social media, and in-box activations.