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Hello and welcome. You're listening to
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Marketing Matters on the Wharton podcast
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network, our weekly podcast where we
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analyze the latest in advertising,
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marketing, customer behavior, and new
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product launches. I'm Barbara Khan, the
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Patty and JH Baker Professor of
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Marketing, and I'm joined by my co-host,
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America Reed, the Whitney M. Young
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junior professor of marketing and the
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brand identity theorist and the national
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broadcaster America. You've been like
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all over the media recently, haven't
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you?
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>> I have, Barbara, and I'm excited to be
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here with you back in the studio doing
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our thing on Marketing Matters. I have a
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question for you. It's 2026
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and we're going to talk New Year's
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resolutions at some point. I'm going to
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give you my New Year's resolution. I
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have to dial in my nutrition. Okay? So,
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I have been talking to a lot of friends.
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I can be as healthy as you. You should
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not get healthier.
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>> But you know the thing I I you know I'm
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trying to do the workout stuff, Barbara,
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but I got I've got to get the nutrition
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piece right. I've got to get my macros.
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I got to figure out an efficient way
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that I can bring the nutrition the diet
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piece into this and to do it in a way
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that would be very cool. And so I'm
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wondering do we have anything on tab
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where we can talk about products,
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services that can really feed that kind
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of need? What have you got for me?
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>> So you're looking for a hack, huh?
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>> I'm looking for a hack. What what have
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you got?
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>> Well, lucky for you, we have with us
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Jorge Samayoa, who is the CMO of
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HelloFresh. And for those of you who
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don't know what HelloFresh is,
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HelloFresh delivers meal kits which are
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designed to reduce the friction and
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decision fatigue while trying to eat
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better, which is exactly what America's
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asked for. So, Jorge, thank you for
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being with us.
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>> Thanks to you guys. very happy to be
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here and listening to you is very
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exciting.
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>> Awesome.
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>> Well, Jorge, I'm looking at your
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background and before we get into your
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talking about HelloFresh, tell us why we
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should believe you. It looks like you
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have lots of experience, more than 20
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years or close to 20 years experience,
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including at PNG, PayPal, and now at
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HelloFresh. You do B2B, B to C, B to C,
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B C, B to B to C. [laughter]
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Anyway, tell us a little bit about your
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background and how you got to HelloFresh
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and why you believe in the HelloFresh
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model.
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>> Well, listen, I am born and raised in
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Guatemala. I'm an industrial engineer
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with a master in science in operations
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research. Uh, I started my career at
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Proch Gamble in Guatemala and then they
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moved their headquarters to Panama,
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their Latin America headquarters. So, I
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work there in multiple brands. As you
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know, PNG believes that 95% of their
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CEOs come from marketing. So they have a
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long history of believing on marketing
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as a function and they give you a P&L
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since you're very little. So I was 20
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years old. They gave me Old Spice. My
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first P&L was $10 million and they're
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like, "Go grow it." But you don't have
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resources.
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>> That's one of America's favorite brands.
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>> Big time. Old Spice, right? That's an
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iconic brand, Barbara. Just like you're
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saying. Yeah.
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>> It was fantastic actually because I
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joined the moment when they have
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repositioned the brand to be more
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exciting. Right. You remember the the ad
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like look at me, look at your man.
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[laughter]
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>> No. It was a great campaign. I was
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actually in the before and then the
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after. It was great how we were pretty
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much chasing axe uh positioning like
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being trying to make men look good and
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hot for women and then it was more about
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like actually no what does that loser
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way we're like men. [laughter]
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>> So it was pretty fun. So you know pretty
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much PNG I I ended up spending about
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eight years working different brands
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Pantene Head and Shoulders Gillette uh
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always and Pampers. Um then I went on to
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do my startup for about two years and a
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half. I started in Latin America. It was
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pretty much impossible at the time to
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raise capital. So went on to the US. We
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ran out of cash uh as probably many
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fates of many startups. Uh and ended up
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working at PayPal uh for about five
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years on marketing and product
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management doing growth. And lately I
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joined HelloFresh about three years ago
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uh managing some of the growth channels
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uh eventually becoming the VP of growth
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and recently about six five months ago I
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became the CMO for HelloFresh uh US.
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>> Interesting.
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>> Wow, that's a pretty impressive
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background. So you know there's like a
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lot of question about there's a lot of
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competition in this field of nail kids
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and some of them that have like Blue
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Apron I think is one that hasn't done
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that well. um what's different about
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HelloFresh and you're in charge of
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growth. Where's the growth? [laughter]
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>> So, you know, despite we we we can
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believe that there's a lot of
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competition, right? But there's also a
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huge market out there, right?
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>> We definitely see everybody eats. Us
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[laughter]
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that at the you've got the whole world.
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>> Our addressable market is people who eat
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>> pretty much, right? [laughter]
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>> That's a good segment. But but if you
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start looking at when we narrow who are
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are actually people who really we can
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help, right? And we're here to serve
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them, right? People who really love home
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cooking, people who are trying to bring
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people around the table, enjoy
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[clears throat] the family moment, enjoy
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the meals, and that's kind of like what
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you see in our campaign that we just
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launched a few days back, which is
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nothing hits like home cooking because
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we honestly be believe that we're the
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champions of hope home cooking and we've
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been for a while, right? I think during
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the pandemic there is this sensation of
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like let's go and get collect the demand
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and you might see how the brand a little
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bit went away from like it's about
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discounts. It's about these things that
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we we were doing more like a tactical
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growth levers but you can see how more
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and more HelloFresh has become superior
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in its quality of products in its number
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of recipes um in in experiences like you
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know very very good on the consumer
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experience uh from the app and actually
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on the delivery. So
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>> from a positioning standpoint, we are
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the champions of home cooking and
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>> I think as you're talking, I noticed
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that RFK Jr., our health guru in the US,
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has recently taken the food pyramid and
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turned it on its head. And
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>> while I don't agree with everything RFK
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Jr. says, "I have to say the idea of
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eating fresh products and this move
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towards protein, I think there's a lot
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of consensus on that." And it sounds
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like what you're saying is is actually
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pretty consistent with the movement that
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he's saying, move away from
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ultrarocessed food, move away to healthy
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food. And it seems like what you're
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proposing on HelloFresh is is consistent
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with that direction.
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>> So HelloFresh has always been about real
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honest food, right? So, it's not that
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we're trying to lean towards or
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backwards or trying to be right or left
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or center.
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>> Well, I'm not trying to say you're
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trying to be political, but
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>> clearly no one wants to like weigh in on
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one politics or another, but I don't
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think that it's actually out of sorts
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with that move, you know?
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>> Yeah. If you if you think about it, we
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we've been trying to help people to eat
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more protein. If you see, we double our
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menu on proteins. We've been announcing
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this since since July. We have
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wholesome, we have fiber, we have pretty
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much all the the foundations that that
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right now the pyramid is is outlining,
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right? So again, if you if you think
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about it, we we're always about real
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honest food and we're about home
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cooking. We believe that if you cook
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more at home, you'll be healthier.
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>> One of the biggest challenges, right,
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that that people have when they start
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the new year is around how do I cook
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more at home and pretty fast, right, on
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the quitter's day, you kind of start
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seeing people giving up with their new
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year resolution because it's hard. It's
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hard to maintain a good healthy habit of
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cooking at home, right? And that's where
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HelloFresh comes in, right? Like we make
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it very simple for you. We make it
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delicious. We make it fun. We make it
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joyful for you. So that's kind of like
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where we we we really sit. Um we
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recently did a survey that was pretty
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telling for me. It was about 5,000
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America Americans and about 82% said
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that 2026 was the year of the kitchen,
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meaning this is the year they're going
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to actually cook more at home. I was
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very excited because obviously it's part
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of our fear of the dragon or the tiger
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but they hear of the kitchen.
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>> Yeah, that's interesting.
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>> And and that pretty much, you know, we
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found that 30% of them feel that cooking
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them helps cooking at home helps them
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decompress. 80% feel better when they
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cook at home despite when only 8% feels
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good when they order food. So, it's just
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we know that home cooking is at the
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heart of Americans and we just want to
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be there to serve them better. I love
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this point because I I do want to give a
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bit more and I want Barbara jump in on
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this as well because I because your
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question when you asked about
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competition Barbara peaked something in
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my mind and I want to unpack it a little
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bit and it's the idea that okay you can
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go to the grocery store yourself buy all
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the stuff and maybe you're even doing
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the Costco model where you buy a bunch
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of stuff and then you you make a lot of
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stuff for the entire week or you have on
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the other end of the spectrum you have
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you just have it brought in right like
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an Uber Eats model or whatever and so
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and then there's There's like there's
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the prepared like meals that you can
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sort of bring in and they're already
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prepared. You just kind of heat them up
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in an air fryer or something.
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>> We're talking about people who eat.
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You're also talking about the whole
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world of competition.
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>> Yeah. So, it's like how do you how do
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you conceptualize that? Because what I'm
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hearing to Barbara's point, I'm hearing
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this human component where there's
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something social in this or there's
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something that there's there's a piece
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of this that's a collective thing that
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is a utility on top of the actual
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ingredients and eating and stuff. And is
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that that sounds like that's a big part
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of the model. Is that correct? Am I
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getting this right at all?
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>> I mean, you're getting it right. The big
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part of the model is we when when you
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think about HelloFresh started as we
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shouldn't waste that much food, right?
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So, you can see how when you go to the
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supermarket, you go to Costco or other
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competitors, right? you buy all these
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these uh groceries that you stock in
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your fridge and I'm pretty sure you open
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your fridge, you have like 10 bottles of
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something that you use once and then
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sitting there and you're hoping you're
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going to use it again, right? So, when
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you think about like food waste is one
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of the biggest problems we're tackling,
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but then you start seeing the
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convenience of it. You don't have to go
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to the groceries and spend hours trying
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to collect what you're going to order.
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Well, in this case on our or HelloFresh
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or our product brings the food packed
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already and whatever is in there you
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cook and it's perfectly made for the the
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portion. Let me let me push back on that
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a little so I understand your model like
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and and you know I don't mean to bring
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up the competition but I knew a little
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bit about Blue Apron and one of the
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things I had some friends who did Blue
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Apron and one of the problems was they
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had exotic ingredients and they made
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products that actually once the kit was
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gone people couldn't reproduce. They
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were using it to kind of not to make
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life easier. Actually I think that was
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positioned in How to Learn to Cook. And
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it sounds like what you're describing in
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HelloFresh is a different positioning
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than what I'm describing. Can you tell
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me exactly, you know, like what kind of
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food comes in the kits? How it says, you
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know, like I'm looking at the background
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that you sent us about your product and
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you say you leverage data also to figure
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out what what to put together. So
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exactly what is your model?
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>> So in terms of recipe development,
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right? Um we have one of the largest
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data sets around consumer behavior on
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choosing recipes right so that's a big
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mode right when when you see how they're
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choosing their meals
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>> uh and then we leverage that to like
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produce new concept of of recipes that
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we can use right that's one aspect of
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like innovation how we innovate on on
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different data fronts at the same time
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how can we customize more if you see our
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president uh Assaf did a good article on
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forbes around how we're Now thinking
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about going from a meal for the week to
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actually your meal, right? How can we
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are in ingesting more personalization
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into our decisions on how do we show
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those meals? Now in terms of unique of
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produce being honest,
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>> you can see how some producers you you
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can get them almost everywhere. But then
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how the recipe comes to light. We have
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fantastic developers. We have our head
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chef Michelle that you can see her all
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over our ads also. You can talk to her.
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Great. It's a great person to talk to.
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We develop in-house all these recipes
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and we think really clearly around what
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is the best for the customer. Ultimately
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we're trying to serve our customers,
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right? So we give them delicious food
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that is easy to make, right? Like people
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really struggle with a meal that takes
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more than 30 minutes. So the innovation
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is like how do you give great taste on
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less than 30 minutes, but then you have
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some people who are cooking so much that
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you can give them this specialty that
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you know some sophistication that
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they're willing to take. So
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>> um that's pretty much if you think about
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as a model we we leverage our user uh we
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give them great recipes once we start
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understanding more about them we can not
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only develop new recipes but at the same
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time be consistent with what they really
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want in their family.
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>> So what is that? So that's a that's
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really interesting because you know
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we're going to get into how artificial
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intelligence might be playing into this
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uh personalization protocol that you're
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talking about Jorge but talk to me a
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little bit about let's use me as a case
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example.
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>> Yeah let's use America.
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>> So [laughter] let's imagine that
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>> cooking let's start let's set you up
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Americas.
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>> Yeah let's exactly what you currently
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do. Do you cook?
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>> I I I do a little bit of uh I use some
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of these services. I don't do a lot of
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cooking because I feel like I'm one of
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these people, Barbara, where I feel like
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my time, first of all, I don't enjoy
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cooking. And I'd love for that to change
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if someone can teach me how to actually
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enjoy it. But, um, I'm I'm just I'm
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trying to be efficient, but get really
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good quality nutrients in the food that
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I'm eating. And so, I'm I'm paying a lot
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of attention to that. So, if I went to
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HelloFresh and talked to Michelle the
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chef, and said, "Listen, I I need like
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protein and I need, you know,
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disproportionate disproportionate amount
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of, let's say, clean protein and I had
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some other sorts of, you know,
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macronutrient sort of requirements.
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Would that is that the kind of input
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Jorge that I would be submitting or what
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what exactly would you be asking me in
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in the inboarding kind of process that
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would allow you and Michelle and
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colleagues to say hey we've got
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something for you Americas and you're
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going to love it because it's so well
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personalized.
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>> Yeah, you can actually see it. You have
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two problems, right? You have the
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problem of the cold start like you're
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the first time coming here. You can see
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right now if you go through a funnel we
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ask you different type of questions,
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right? Like what is your goal? What is
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your objective? What type of meals you
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like, right? uh and that that is kind of
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like the first input that we definitely
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use. Then we have the weekly cadence
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that you have on ordering food and we
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can start and on the app you can see we
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have health conscious, we have uh high
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protein, we have okay specialties, you
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have different sections that you start
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picking on and we have about a hundred
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recipes per week. So you have enough to
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choose and we obviously organize to
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>> that's cool.
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>> Pretty cool. It's pretty cool. So it
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really more like the input is not like
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hey this is my macros this is how I want
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to get it. It's more like the meals that
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you start picking and obviously on the
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meals we have all the nutritional facts.
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So you can also like what is good what
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is not and at the same time you can
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customize items like hey instead of
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turkey I want chicken or instead of got
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different
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>> veggies and then you pick those recipes
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and you send us all the ingredients.
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>> All the ingredients and the recipe and
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we have a recipe card too. So this
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recipe card is like
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>> I know you guys are fans on identity,
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right? And and and if you
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>> That's America. [laughter]
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>> So that is an understatement. But but I
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appreciate that shout out.
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>> It's not it's not an understatement.
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Actually a true believer in that because
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you have to think about what artifacts
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made part of your identity for the
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people who use it, right? Like
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>> this recipe card you can see on
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Facebook, you can see on social media
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how people like cook and they put the
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recipe card, they put the plate and they
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take a pictures like like I almost got
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it like similar to this. So, so it's
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like, you know, this this artifact of
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how they're showing their identity that
00:15:38
they care about home cooking and their
00:15:39
health of their family and themselves.
00:15:42
>> So, so we send you that, we send you the
00:15:44
meals, we send you the protein and once
00:15:46
a week and then you put on your fridge
00:15:48
and then every day you come out, you
00:15:50
cook, you eat.
00:15:51
>> There must be a part of this where
00:15:52
you're encouraging them to docu Maybe
00:15:56
this is true or not. Let me ask you, are
00:15:57
you encouraging the consumers to like
00:16:00
film the process, take a picture of the
00:16:02
food, post it up, here's a hashtag,
00:16:04
share it with Is there is there a
00:16:06
protocol that's built into this?
00:16:08
>> You know, there is a I will say a mile
00:16:10
protocol on it where we do have certain
00:16:13
I would say own channels where we like,
00:16:15
hey, you want to share, but to be
00:16:17
honest, our our our loyal customers love
00:16:21
our product that they just do this like
00:16:22
by themselves. Like if you look at our
00:16:24
Facebook groups are not even ours. Like
00:16:25
someone created it. They have thousands
00:16:27
of people there and then they're the
00:16:29
ones who are like incentivizing and
00:16:30
we're just like, "Hey, can we
00:16:31
participate?"
00:16:31
>> Oh, that's better. You know, that's
00:16:33
better. Authentic.
00:16:35
>> Yeah. So, I would say our product, you
00:16:38
know, touches a lot of people's hearts
00:16:40
uh and lives every day and you can see
00:16:42
how passionate they are because the
00:16:43
product is really good. Um
00:16:44
>> let me let me ask you a practical thing
00:16:46
just because if I was going to consider
00:16:48
this, I need to know it. What happens if
00:16:50
you travel a lot or you don't want to do
00:16:52
it? Like what are the rules of the
00:16:54
service? How how how much do I have to
00:16:56
buy or whatever?
00:16:58
>> It's very simple. So as I will tell you
00:17:00
as an example, my wife is also a CMO. So
00:17:03
we both are quite busy. She travels full
00:17:05
time. [laughter]
00:17:06
>> So
00:17:08
heavy users of the service.
00:17:10
>> Yeah. So I one of the features that we
00:17:13
have is the subscription, right? We
00:17:14
don't see this as a constraint. We see
00:17:16
as a feature because we want to help
00:17:17
you. So, it's convenient. You forget,
00:17:19
but you also have pause and cancel
00:17:20
anytime. So, for example, right now, my
00:17:23
wife is traveling on the 25th and she's
00:17:24
like, "Hey, this week I'm going to be
00:17:25
out. I'm going to be out. Maybe it's
00:17:26
good for you to pause uh for that
00:17:29
moment. I just pause that that box." So,
00:17:31
you can pause the different weeks ahead.
00:17:33
Um, and then if you like say, you know
00:17:35
what, I'm going to be traveling for
00:17:36
eight weeks. I'm just going to cancel
00:17:37
instead of like pausing them and then
00:17:39
I'll come back. That's also an option.
00:17:41
So, it's not really a subscription where
00:17:42
you're like locked in and you can't
00:17:44
cancel. It's really about we see the
00:17:46
subscription as a feature that will help
00:17:47
you to set it and forget it type of
00:17:49
thing.
00:17:50
>> Interesting.
00:17:51
>> Well, let me ask you one more question
00:17:52
then I know he's bristling at it, but
00:17:55
these are more in the macro kind of
00:17:56
thing. Like there's two trends that I'm
00:17:58
curious maybe you can talk about. One of
00:18:00
them is what America started with. You
00:18:03
know, it's New Year's Eve. There's got
00:18:04
to be seasonality. Everybody's being
00:18:06
healthy in January and they're not
00:18:08
drinking and by February it's all over.
00:18:10
You know, like I mean do you see that
00:18:12
kind of thing? That's one trend. And the
00:18:14
other trend I'm curious is how has
00:18:16
GLP1's affected your business?
00:18:18
>> Oh, interesting.
00:18:19
>> That's a good one. So, let me talk to
00:18:21
the first one. Um, historically,
00:18:23
obviously the first two, three weeks
00:18:25
before Quer's Day, you see a spike,
00:18:27
natural spike of people really
00:18:28
committing to the idea of staying
00:18:31
healthy this year, right? This year has
00:18:32
been interesting because we're seeing
00:18:33
actually something more consistent, not
00:18:35
so spiky. So which which gives me hope
00:18:38
in in a sense that we know that
00:18:39
customers are actually really trying to
00:18:41
cook more at home and trying to be
00:18:43
healthy right
00:18:44
>> I think this whole health trend that we
00:18:45
have over the last two or three years
00:18:47
has been really good for all the
00:18:49
business are trying to do the right
00:18:50
thing which is real honest food right
00:18:53
>> um so I would say micro trends we see
00:18:56
health as an important matter but now
00:18:58
it's not just on the first month but
00:18:59
more like through the year you see
00:19:01
people more concerned around health now
00:19:03
the second part of GLP1 you know it's
00:19:04
it's funny GLP1 one um for many
00:19:07
businesses was bad. We actually have a
00:19:09
menu for GLP-1 users. Uh and in the
00:19:12
moment we saw that GLP1 had other needs,
00:19:15
right? Like way more protein because of
00:19:16
the muscle.
00:19:18
>> So we went on and created a menu for
00:19:20
GLP1 users and we launched it and and
00:19:22
that's interesting. [laughter]
00:19:24
>> Yeah. I I love that point, Barbara,
00:19:25
because when when Jorge was talking
00:19:27
about this and I asked him, you know,
00:19:28
what's the protocol, the gateway to be
00:19:31
able to start giving some input, it
00:19:32
sounded like you have already sort of
00:19:34
set forth some personas, some segments.
00:19:37
That's the healthy guy, here's the
00:19:38
weightlifter guy, here's the GLP person
00:19:41
and and so on. And so starting with like
00:19:44
some personas that can sort of at least
00:19:46
because I think Barbara, you what what
00:19:48
do you think about this? It's one of the
00:19:50
challenges for me which is and I want to
00:19:53
know how you handle this
00:19:54
>> weightlifter guy. You're the
00:19:55
weightlifter guy.
00:19:56
>> I'm the Yes. I but I guess I'm also kind
00:19:58
of a GLP1 person in the sense that I
00:20:00
need more protein as well but not
00:20:01
because I'm trying.
00:20:02
>> Are you a GLP1? Are you
00:20:03
>> I am not but but I have a
00:20:05
disproportionate because I lift a lot of
00:20:07
weights. I have a dis disproportionate
00:20:09
need for protein. Uh so but but finding
00:20:12
so but I love this point Barbara because
00:20:14
a big challenge for me Jorge would be
00:20:17
being overloaded. In other words, coming
00:20:19
in too much variety and feeling
00:20:21
paralyzed and not really having the
00:20:23
experience that I need to have.
00:20:24
>> You just want to eat steak every day.
00:20:26
[laughter]
00:20:26
>> That's it's literally that simple. Just
00:20:28
give me a steak and get out of my way.
00:20:30
But uh so to that point, like how do you
00:20:32
and Barbara is a guru on variety
00:20:34
seeking? How do you balance out,
00:20:38
you know, figure out how much should I
00:20:39
have? Not too much, not too little. How
00:20:41
do you figure out that balance? Maybe
00:20:43
that's a data driven question that you
00:20:44
answer, but how what's the approach? So
00:20:48
le let's talk about the the the person
00:20:50
we're trying to serve in this case you
00:20:52
right. So you have your own needs and
00:20:53
you're very aware of your own needs
00:20:56
right so we're we're here to serve you.
00:20:58
So in a sense that we will show you the
00:21:00
cards in a sense of like all right cool
00:21:01
we'll start we'll show you the options
00:21:03
and we immediately we'll start doing
00:21:05
some analytics in the data science on on
00:21:07
the back end trying to use some LTE
00:21:09
tactics that will give us obviously what
00:21:11
is the best recommendation we think will
00:21:13
work for you but obviously with more
00:21:15
usage we can understand much better what
00:21:18
you really need and what and because
00:21:20
immediately you start cooking you start
00:21:21
seeing you're like oh this meal was
00:21:22
probably way too high on calories or
00:21:24
this one was too low on protein and at
00:21:26
the same time we have options where you
00:21:28
and double down the protein on the same
00:21:29
plate.
00:21:30
>> So, for example, this week I ordered
00:21:31
some lamb chops and I said like 2x lamb
00:21:33
chop, but I didn't know that I order
00:21:35
another lamb chop.
00:21:36
>> That's really cool.
00:21:37
>> That's very cool.
00:21:38
>> Massive amount of lamb chops.
00:21:40
>> So,
00:21:41
>> I would be 5x, but that's a whole
00:21:42
another issue. So, [laughter]
00:21:44
but if you think about it is you you
00:21:46
have we're here to serve you. So, we
00:21:48
really show you and we make best
00:21:50
recommendations, but ultimately you're
00:21:51
driving, right? You're driving your
00:21:52
health. You're driving what you want to
00:21:54
eat at home. So, we're we're here that
00:21:55
to give you that option. Interesting.
00:21:57
>> Let me ask you one more friction point.
00:21:59
Like how do you deliver all this food?
00:22:01
That's another thing. Like is it common
00:22:03
in refri? I mean is it frozen or how
00:22:05
does
00:22:06
>> Yeah, that seems like a big challenge.
00:22:08
Yeah,
00:22:09
>> it is a big challenge. But we I think
00:22:11
one of the strength that HelloFresh has
00:22:12
developed over the years is a
00:22:14
sophisticated distribution network um
00:22:17
across the United States. um ultimately
00:22:20
uh on on the actual process on like step
00:22:24
by step I think the operations folks
00:22:25
will be much better positioned to answer
00:22:27
that but I can tell you is that we can
00:22:29
get you fresh food to your door with
00:22:32
definitely able to eat uh the moment you
00:22:35
get it right and it comes with a box and
00:22:37
the box you have obviously ice packs and
00:22:39
you have your protein and you have your
00:22:40
produce and it's at your door and you
00:22:43
you can get it immediately to your
00:22:44
fridge
00:22:45
>> and you get it like a big package for
00:22:47
the week Or is it is that how you get it
00:22:49
>> for the week and depending right this
00:22:51
week as I told you I order lamb chops
00:22:53
because I really like those. So I order
00:22:55
I I got two boxes. [laughter]
00:22:59
>> Nice. Nice. Here's a question that I
00:23:01
think is is a little bit interesting as
00:23:03
well. One of the things we always try to
00:23:04
do Jorge is project into the future and
00:23:07
try to figure out you know what does
00:23:09
what do things look like years from now?
00:23:12
And I was thinking about this, does
00:23:13
HelloFresh have a strategy where they're
00:23:16
trying to build out build out the brand
00:23:18
because you've given us a good sense of
00:23:20
the ethos here, but build out the brand
00:23:22
and have a permission structure to do
00:23:24
other kinds of things that you may enter
00:23:26
into market. So for an example, you
00:23:28
know, could you could there be like a
00:23:30
HelloFresh cooking school or partnership
00:23:33
where you're trying to actually like
00:23:34
facilitate the love of cooking?
00:23:36
>> How about a
00:23:37
>> Yeah. or or you know like other sorts of
00:23:39
ways to build out the brand and engage
00:23:41
and and it's talk about that talk about
00:23:44
some of the the interesting sorts of ex
00:23:46
product extensions that could that could
00:23:48
be cool in the future.
00:23:49
>> So something you can see from from our
00:23:52
recent campaign right is that we're
00:23:54
actually competing to home cooking. We
00:23:56
are going to be championing this. We
00:23:58
strongly believe that that's best for
00:23:59
the customer and that also gives us more
00:24:02
breath in terms of what else can we do
00:24:04
right uh I think in the past we've done
00:24:07
I would say almost everything you
00:24:08
mentioned right we've done activations
00:24:09
we do partnerships so I don't think from
00:24:12
a tactical perspective things might
00:24:13
change that much I think where
00:24:15
creativity will spark is more on now the
00:24:17
vector that we're going after which is
00:24:19
home cooking right like we we strongly
00:24:20
believe that that's what the best thing
00:24:22
is for for the consumer and that's why
00:24:24
we think we should be doing more of that
00:24:25
so in the future I I'll Yes, as any
00:24:28
brand will will think of building their
00:24:30
brand with different activities that
00:24:31
that connect that message and that
00:24:33
identity. So yeah, that's something that
00:24:35
>> I would say BAU in certain way.
00:24:37
>> Okay.
00:24:38
>> Uh but the ideation, the creativity, I
00:24:40
think right now is going to be a more
00:24:42
fun path
00:24:43
>> and we were before.
00:24:44
>> Let me get you guys thoughts on this
00:24:45
because it it sparked something that
00:24:46
Barbara said a few minutes ago and this
00:24:49
idea of Could you do something where
00:24:51
it's like you you you set it up for the
00:24:54
family? In other words, there's four of
00:24:56
us and I'm going to give like the dad
00:24:59
and the mom tasks. They're going to do a
00:25:00
certain preparation piece and there's
00:25:02
another task for the 12-year-old that's
00:25:05
specifically designed for her or
00:25:06
[laughter] him.
00:25:07
>> Is that too much? Is this like way that
00:25:09
department's like, "Nah, this is getting
00:25:11
too much at all."
00:25:14
>> Uh that we have people who have reached
00:25:16
out to us thanking us that how we have
00:25:19
helped them to teach their kids to cook
00:25:21
since they're very young. So once they
00:25:23
go to college, their kids are like
00:25:24
almost
00:25:25
>> like very independent cooking, right? So
00:25:27
and and you can see across all our
00:25:29
social listening many many families
00:25:31
saying like hey this is my moment to
00:25:33
cook with my kid and I give them to you
00:25:35
know wash the produce while I'm like
00:25:36
chopping and they season the meat or you
00:25:39
know the fun stuff that that feels a
00:25:41
little icky but trying to break the the
00:25:43
ice for the kids. So we do see that.
00:25:45
>> I don't think we we have right now this
00:25:47
particularly like oh this step for each
00:25:49
person. We have six steps usually
00:25:52
>> pretty pretty standard, you know, wash
00:25:54
and produce, cut the to produce, prepare
00:25:55
the meat, prepare the sauce, and cook.
00:25:57
So,
00:25:57
>> so you have pretty much all of that
00:25:59
already.
00:25:59
>> What I love about this, Barbara, you
00:26:01
tell me your thoughts as well. I love
00:26:02
this idea of like the the utility.
00:26:04
There's emotions happening. You're
00:26:05
cooking with your family or friends or
00:26:07
whatever.
00:26:07
>> Oh, yeah. That's cool.
00:26:09
>> Yeah. The theory has to be this is
00:26:10
transferring over to HelloFresh brand,
00:26:12
right? I mean, that's the whole point of
00:26:14
this is like you're creating a a a
00:26:16
holistic content
00:26:17
>> and then you're spontaneously creating
00:26:19
your Tik Tok and you're filming it.
00:26:21
>> I love this. I love this.
00:26:23
>> Yeah. You know, this is wonderful stuff,
00:26:25
but we are out of time. So, Jorge, I'd
00:26:29
like the CMO of HelloFresh. I'd like you
00:26:32
to tell people where they can go to find
00:26:34
out more about this and to sign up if
00:26:36
they want.
00:26:38
>> Absolutely. They can go to
00:26:38
hellofresh.com.
00:26:40
uh you will see some very nice offers
00:26:42
for you to try the first time. You will
00:26:44
have a fantastic onboarding that will
00:26:46
tell you what kind of product you can
00:26:48
choose and hopefully we can serve you
00:26:49
the best we can uh on that same day.
00:26:53
>> That's pretty cool. [laughter]
00:26:54
>> That's awesome.
00:26:54
>> Well, thank you so much for joining us.
00:26:56
Um and that's all we have time for
00:26:58
today. I thank like like to thank all of
00:27:01
you for listening and we'll be back next
00:27:03
week. Till then, this has been Marketing
00:27:05
Matters on the Wharton podcast network.
00:27:07
I'm Barbara Khan here with America
00:27:09
Street.
00:27:13
[music]
