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HelloFresh Brings Fresh Concept to Radio Advertising with 10-Second Recipes

The new campaign from XXS Amsterdam uses smartphone technology to transform radio ads

HelloFresh Brings Fresh Concept to Radio Advertising with 10-Second Recipes

HelloFresh, the global leading provider of fresh food at home, has launched a new campaign breathing fresh life into the often-underused medium of radio advertising.

The World’s Fastest Recipes campaign, created by XXS Amsterdam, launched in the Netherlands on Monday October 17th.  It uses smartphone technology to share recipe inspiration with a wide audience – in just 10 seconds of airtime. Listeners are invited to record the 10-second spots using the slo-mo camera device on their phones. They can then play them back, eight times slower, to reveal a range of HelloFresh recipes.

This smart use of everyday technology allows the brand to broadcast a different recipe, every day of the week, and listeners to experience something new – a core part of the HelloFresh brand ethos.

HelloFresh 10 seconds radio recipes from XXS on Vimeo.

Creative Agency

Creative Agency: XXS Amsterdam

Creative Director: John de Vries & René Verbong

Producer: Judith Kampman

Strategy: José Evers

Account Manager: Robert-Coen Koreman

Creative: Barend Stegeman & Wessel Beumer


Composer: Peter Horwitz

Genre: Digital , PR