The objective of this campaign was to drive quality customers to sign up to HelloFresh through engaging and emotive content.

The client was keen to target parents in the UK through content created by influencers on Instagram. HelloFresh wanted the content to reflect the important role dinnertime plays in enabling people to spend quality time together as a family.


Once briefed, The Viral Group produced a comprehensive influencer marketing plan comprising of a collection of Mum and Dad influencers on Instagram. Our parent influencers interact daily with their followers, creating strong online communities of parents-a-like.

The plan in place mostly focused on the influencers producing interactive Instagram stories, here they could explain the benefits they personally believed HelloFresh offers them and their family.

This activation enabled the influencer to drive sales by encouraging followers to “swipe up”, directing them to the HelloFresh sign-up site. Discount codes were also issued to provide incentives to followers to purchase and to raise further brand awareness, the influencers posted advertisements on their feeds.


The organic connections made between influencer and follower generates high levels of engagement providing a significant platform for a brand to communicate their offering.

Furthermore, to enhance the impact of the campaign all content was scheduled to go live simultaneously across Instagram. Overall the influencer content reached 115,800+ consumers and generated 143,000+ impressions.