K-Pop-inspired aesthetic, sampling offers, and a Ticketmaster competition.
HelloFresh Australia is dialling up its presence in culture in a campaign via We Are Different.
The multi-channel, culture-led campaign transforms the global obsession with K-culture into a participatory dinnertime experience.
It arrives as Australia embraces a massive 2026 K-pop calendar, fuelled by an 800% surge in search interest for Korean food and the highly anticipated BTS reunion.
“This approach builds on our global ‘Take Back Dinnertime’ brand platform, reimagining dinner with HelloFresh as something people genuinely look forward to and participate in,” said HelloFresh Australia director of brand marketing, Chloe Painter.
“What’s different is how we’re bringing that to life. We’re focused on scalable ideas designed to live in culture – using earned, social, creator and owned channels to turn dinnertime into a shared cultural moment our customers want to be part of.”
The HelloFresh box features a K-Pop-inspired aesthetic, sampling offers, and a Ticketmaster competition where customers can win Ticket Cash to see idols.
“K-culture is the perfect entry point for HelloFresh because it’s where food, music and fandom collide,” said We Are Different founder and director, Stuart Terry.
“With K-Pop Dinner Hunters, we’re not just launching a new box and menu, we’re creating something designed to be shared, talked about and participated in.”
Credits:
Client: HelloFresh Australia
- Managing Director & CMO ANZ: Andreas Dinkel
- Director Brand Marketing ANZ: Chloe Painter
- Associate Director Brand & Communications ANZ: HelloFresh & EveryPlate: Alice Mansell
- Brand Manager - HelloFresh AU: Alice Saleh
- Brand Marketing Associate: Georgie Cooper
- Marketing Manager - Influencer & Creator: Samantha Perrone
Earned First Creative Agency: We Are Different
- Founder and Director: Stuart Terry
- Head of Earend: Zoe Finlayson
- Senior Performance Director: Jesse Muir
- Senior Performance Manager: Georgia Eather
- Performance Manager: Hailee Amalfi
- Performance Executive: Helaina Young
Media Agency: Initiative
- Lauren Murray: Client Director
- Julian Monty: Senior Investment Director
- Ashleigh Smith: Associate Investment Director
- Divya Poojary: Strategy & Comms Design Director
ATL Creative Agency: Emotive
- Alice Tschuchnigg: Business Director
- Ruki Ahad: Senior Account Manager
- Sophia Del: Executive Producer
- Chris Cooper: Senior Designer
- Brendan Donnelly: Creative Director
