HelloFresh: Pizza-Edition
How a Pizza Survey Brought HelloFresh Over 200 Media Mentions
The challenge
As an online company, HelloFresh already has a significant online presence. This was to be further strengthened through a Digital PR campaign. The goal of the campaign was to improve organic Google rankings and increase brand awareness. The campaign aimed to generate a total of 20 to 25 clippings, which refers to all mentions of the campaign. This includes dofollow and nofollow backlinks, articles in print media, as well as mentions on social media, TV, and radio. The target markets for the campaign were Germany, Austria, Switzerland, and France.
The solution
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Development and conceptualization of a Digital PR campaign
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Content and technical implementation and development of a landing page
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Creation of appealing visualizations
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Targeted distribution of content (Seeding)
The implementation
The key to Digital PR campaigns lies in choosing topics that are related to the company’s industry but don’t have a promotional character and aren’t too closely tied to products or services. With the goal of reaching the broadest possible audience of media professionals and interested individuals, we found a topic that has always polarized public opinion: Pizza is the international go-to food that almost everyone can identify with. A brief preliminary research showed that there was little reliable data on people’s favorite pizzas in the respective target countries. This presented a good opportunity to fill a kind of knowledge gap with new, exciting information. The idea titled “La deutsche Pizza” (The German Pizza) was born. Through a survey in all countries, we discovered which pizzas are the most popular. Enriched with slightly polarizing additional questions, such as the acceptance of pineapple on pizza or ketchup as a dip, we were able to provide the media with a good foundation for easily digestible articles.
After the first version of the pizza survey already attracted a lot of attention in 2021, we conducted another survey in 2023 under the title “La deutsche Pizza 2.0”, updated the existing landing page, and once again reached numerous media outlets. The current results can be viewed here: https://www.hellofresh.de/essensbox/la-deutsche-pizza
The campaign is known from
About HelloFresh
HelloFresh is the world’s leading provider of meal kits. The company’s goal is to find new solutions for how people can eat easily and healthily. Care is also taken to ensure that customers save money with every meal while receiving high-quality food. This way, everyone can enjoy balanced and delicious dishes while reducing food waste at the same time.
Digital PR
We provide comprehensive support in developing successful Digital PR strategies. From the initial brainstorming and idea generation to content creation, including visual and technical preparation and implementation, all the way to precise seeding: You benefit from our expertise gained from numerous successful projects.
Content Marketing
We design holistic content marketing campaigns and develop sophisticated seeding strategies with maximum effectiveness. Our focus is on marketing informative content rather than simply advertising services or products. When implementing valuable content marketing campaigns on your website, you can completely rely on our expertise.
