HelloFresh x Zwilling: How HelloFresh x Zwilling Turned Retention into a Strategic Partnership

The Challenge

HelloFresh wanted to improve subscriber retention through the critical third order—a key predictor of long-term customer lifetime value—without relying on margin-diluting price discounts.

The Strategy

Partner with premium kitchenware brand Zwilling to offer a high-value physical reward instead of a price reduction.

Execution and Innovation

Provided customers reaching their third order with a Zwilling Pro Chef's Knife ($149.99 retail value), supported by dedicated redemption journeys and co-branded cross-channel marketing.

Results

Over 37,000 knives were redeemed (representing ~$5.5M+ in retail value), driving a double-digit lift in customer value and delivering the highest revenue per customer and order rate among all 2026 acquisition promotions.

Judges' Verdict

"The execution was thoughtful and seamless, and turning partnerships into a retention and customer-value lever was a smart approach."