What’s cooking tonight

HelloFresh

TL;DR

We helped HelloFresh connect with Belgian households through a storytelling campaign featuring Evi Hanssen.

Scope of work

In short

Dinner in Belgium isn’t just food on a plate; it’s a ritual, a story, a surprise. With HelloFresh, we turned mealtime into primetime, creating a campaign that brought the joy of Belgian dining to life. Featuring Evi Hanssen as the ultimate dinner host, “What’s Cooking Tonight?” kept people guessing… and hungry for more.

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The challenge

In a sea of meal kits, how do you make HelloFresh stand out as the clear choice? How do we make a Dutch brand that's delivering local food to the Belgian market, relevant in Belgium? The answer wasn’t just in the ingredients; it was in the stories. HelloFresh needed to go beyond convenience, tapping into the heart of Belgian mealtime traditions, while also adding a fresh, modern twist.

The insight

Belgians don’t just eat; they dine. From comforting midweek macaroni to the chaos of last-minute dinner guests, every meal tells a story. By weaving those everyday moments into the campaign, we created a connection that felt authentic, familiar, and unmistakably local.

The outcome

Through a series of videos featuring Evi Hanssen, we turned everyday dining moments into delightful, binge-worthy content. Making HelloFresh the secret ingredient for unforgettable dinners.

In numbers

In detail

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Evi Sets the Table

At the heart of the campaign was Evi Hanssen, whose relatable charm made every video feel like an invitation to her kitchen. Each episode featured Evi preparing a dish while sharing a story tied to a familiar dining moment: a surprise guest, picky eaters, or just the need for a little midweek comfort food.

But there was a twist: Evi kept the dish a secret until the end, building suspense and keeping viewers hooked. What’s cooking tonight? You’d have to watch to find out.

Serving Belgian Charm

We didn’t just spotlight food; we celebrated Belgian dining habits. From classic recipes to the quirks of family dinners, every moment felt like a love letter to the way Belgians share meals. The tone was warm and playful, never preachy, making HelloFresh feel like a natural fit for every table.

A Full Spread of Content

The campaign didn’t stop at the dinner table. We served it across multiple platforms, with videos, teasers, and interactive social media posts that invited people to guess what Evi was cooking. By blending humor, nostalgia, and a touch of suspense, we kept the campaign fresh and fun.

Hungry for a campaign that stands out? Let’s cook up something amazing: hello@supermachine.be.

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