Hello Fresh Opens Their Marketing Play Book

The meal kit company is very focused on content.

Fellow Forbes contributor Aaron Kwittken sat down with Hello Fresh VP of Marketing Matt Fitzgerald to get a glimpse of how the company, which is now the number one in the meal kit business with more than 890,000 customers, intends to grow even more. 

One key, according to Kwittken is that HelloFresh seems to be very focused on creating content as a core part of its marketing strategy.  

Fitzerald told him that they havealways been a very customer-centric brand and what’s been really fun with the rise of content is allowing our customers to play a participatory role in our content creation. They look to them, he said, and their social communities to identify the topics and components of home-cooking and eating that are most exciting. A lot of times it’s actually user generated he added. 

Kwittken broachedhow Amazon and Whole Foods are entering the meal kit business in a huge way and how will Hello Fresh deal with that reality.  

The VP said they feel confident that they are building a differentiated brand. “We have this incredible direct-to-consumer feedback loop. We listen to our customers so closely every week, and now we have six years of data on recipe preferences, culinary preferences, ingredient preferences, seasonal preferences, and we’re using that to make the product better and more customizable, to lead to stronger personalization in the future. We believe that, globally, nobody has that level of insight. We’re confident that we’ll be able to continue to build at a very fast pace and grow quickly”.

A lesson for every supermarket and grocerant to pay attention to. Data IS key.