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HelloFresh x Sonic the Hedgehog ‘Recipe Race’

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The HelloFresh x Sonic the Hedgehog ‘Recipe Race’ box insert campaign delivered standout results, engaging families and boosting customer interaction. Running from Mid-May to Mid-June, the campaign saw inserts distributed across the UK, generating a higher number of QR code scans and a strong engagement rate. By combining bold, family-friendly creative with strategic multichannel delivery, the campaign successfully encouraged weekly orders, increased brand engagement, and proved the effectiveness of print in driving digital action.

THE PROJECT

As part of a wider multichannel campaign running from 24th May to 13th June, HelloFresh partnered with Sonic the Hedgehog to launch ‘Recipe Race’, a fun, interactive promotion, designed to boost customer loyalty and drive repeat orders. To support the campaign, HelloFresh collaborated with PSE to create two eye-catching box inserts: a custom die-cut piece and an A5 flyer. These were designed to capture attention, extend in-box engagement, and encourage participation in a prize draw with exciting family-friendly reward.

THE DATA INSIGHT

Targeting existing HelloFresh customers, inserts were distributed to households across the UK. PSE ensured accurate delivery and maximised engagement by integrating scannable QR codes that linked directly to the digital campaign experience.

THE CREATIVE

Our creative team played a key role in bringing ‘Recipe Race’ to life. Designed to grab attention straight out of the box, the flyers blended HelloFresh’s identity with the fun, fast paced energy of Sonic. The assets included a dynamic die-cut insert and a vibrant A5 letter featuring and easy to follow, step-by-step guide of how to get involved, featuring campaign information, prize details and QR codes for easy accessibility. Every element was carefully crafted to stand out in the unboxing moment and encourage repeat orders.

THE OUTCOME

With 168,000 inserts delivered, the campaign achieved high engagement and QR code scan rates. The creative’s family-friendly appeal, especially to children drawn to the Sonic theme, helped extend engagement across households. The inserts successfully encouraged customers to keep ordering weekly and reinforced the effectiveness of print as a powerful driver of digital interaction and brand loyalty.

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