An orchestra made entirely of vegetables became the bold centre piece of HelloFresh’s January campaign which we launched with flair on the very first working day of the New Year. We teamed up with Strictly star La Voix and the London Vegetable Orchestra – whose instruments are crafted from fresh produce, yes really – to create the HelloFresh Kitchen Orchestra. Their playful performance at 5pm on the dot for London commuters delivered the perfect rallying cry for a campaign rooted in family, food, and togetherness.
The idea was inspired by research revealing that almost half of British families (45%) are sitting down to eat together less often than they did a decade ago, so we set out to help bring people back home for dinnertime. The result was a headline-grabbing moment, generating over 100 pieces of coverage across broadcast, national, and consumer outlets, positioning HelloFresh as a champion for reconnection through food in 2026 and beyond.
124 pieces of coverage
12 national placements
66 broadcast pieces
96% of coverage included research and imagery
