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View Full StudyHelloFresh, the UK’s leading meal kit brand, set out to test its direct mail strategy through a door drop campaign.
Delivering an impressive ROI of 0.59, the campaign demonstrated how data-led targeting and creative testing can drive efficient customer acquisition.
THE CAMPAIGN
PSE partnered with HelloFresh to design and execute a door drop campaign targeting postcode areas with strong alignment to HelloFresh’s core audience profile. The campaign featured a compelling discount offer and engaging creative showcasing the brand’s convenience, freshness, and variety.
The objective was clear, to assess performance across different regions, test creative impact, and identify new growth opportunities within the direct mail channel.
THE DATA INSIGHT
PSE played a crucial role in strategically building the target audience. Our planning and data teams worked together to create a model based on HelloFresh’s customer profile, identifying and targeting postcodes within the highest-ranking deciles.
THE CREATIVE
The creative showcased HelloFresh’s vibrant meal kits and ease of use, supported by a strong offer and call-to-action. The messaging focused on quality, convenience, and value, motivating households to trial HelloFresh for the first time.
THE OUTCOME
The campaign delivered powerful evidence of door drop’s potential as a cost-effective, high-value acquisition channel.
Key results:
ROI of 0.59 – strongest Door Drop performance YTD
High-performing regions identified for future testing
By combining strategic audience targeting with clear, engaging creative, HelloFresh successfully demonstrated that continued testing and regional optimisation can unlock further growth potential within the channel.
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