Youfoodz has launched a new creative campaign via creative agency Connecting Plots, the first for the brand since it was acquired by HelloFresh in 2021.
According to the brand, the strategy and subsequent campaign reflect a shift in focus from impulse towards preparedness and how by becoming a Youfoodz customer you can “stay ahead of whatever life throws at you and make time for the better things”.
“Since the acquisition of YouFoodz in 2021, we’ve been wanting to find a creative place for the brand to play while keeping the fun, light-hearted positioning that the brand is known for,” says HelloFresh CEO Tom Rutledge.
“Developing an approach that can help us build brand and sales overnight is never an easy task, but the Connecting Plots team have really leant into delivering a stellar result.”
The campaign has been brought-to-life through an initial creative showcasing a “clever” bear (and Youfoodz customer) whose forward planning has put him “ahead of the game” and with some “much needed” spare time on his hands.
“No matter your life stage or mindset, the flexibility and convenience that Youfoodz delivers is second-to-none,” says Connecting Plots Creative Partner John Gault.
“We’re very proud of what we’ve set in motion for the business, and we look forward to seeing the impact as the new platform rolls out over the coming months.”
The activity is launching in a through-the-line campaign across TV, BVOD, social, DOOH, digital display and POS that will be rolled out throughout 2024.