HelloFresh x Pregnancy+: Supporting nutrition throughout life’s most meaningful journey

The Challenge

HelloFresh wanted to acquire high-value customers by reaching expectant parents at key moments during pregnancy with relevant, trusted content.

The Strategy

Build a utility-led campaign by integrating HelloFresh directly into Pregnancy+'s weekly app editorial as a 40-week nutrition narrative.

Execution and Innovation

Mapped HelloFresh content directly to the pregnancy calendar across Europe, North America, and APAC, delivering week-by-week trimester nutrition advice rather than intrusive display ads.

Results

Successfully established a trust-first acquisition model that drove scalable, high-quality customer acquisition across multiple global markets while embedding HelloFresh into the pregnancy journey.

Judges' Verdict

"This was easily my favorite entry in the category, a brilliant showcase of innovative, audience-first strategy!"