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2018-2019 | HelloFresh Brand Partnerships
Date
2018-2019
Location
New York City
Role
Program Strategic Lead
I developed the brand partnerships program, where I structured, and executed complex advertising and sampling campaigns with major food conglomerates such as Kraft Heinz, General Mills, Mars, Keurig Dr Pepper, and Coca-Cola, and more, as well as smaller, innovative, “better for you” CPG brands across 3 portfolio brands: HelloFresh, Green Chef, and EveryPlate.
The brand partnerships program consisted of two parts: branded ingredient features and “Gift of the Week” sampling campaigns.
Branded ingredient features allowed food suppliers across protein, dairy, and grocery categories to highlight their products as part of the meal kit recipe while “Gift of the Week” allowed brands to sample their products directly to HelloFresh subscribers and added a “surprise and delight” element to consumer experience. Below are a few examples of many partnerships I executed.
