We are delighted to announce that PSE, in partnership with HelloFresh, has been awarded the prestigious Direct Commerce Award for Direct Marketing. This award recognises the exceptional collaboration between our agency and HelloFresh, leading to innovative Direct Mail strategies that deliver outstanding results.

Case Study: HelloFresh and PSE – Transforming Direct Marketing with Homemover Campaigns

HelloFresh provides a brilliant, life-changing product that makes it easy for time-poor individuals to enjoy healthy and exciting meals. As a team, we partnered closely with HelloFresh to establish a successful Direct Mail channel, leveraging deep customer insights to create a targeted and impactful strategy.

Recognising that ‘Life-Changing Events’—like moving home—often inspire lifestyle changes, we developed a plan to target homemovers. This allowed us to reach potential customers at a pivotal moment when they were open to switching products and services. Our strategy involved analysing the HelloFresh customer base against historic homemover data, helping us introduce a new data-driven channel into the campaign mix.

A Data-Driven Approach with Outstanding Results

The initial test, incorporated into HelloFresh’s large September mailing, resulted in a 28% uplift in response rates—a significant increase over existing high-performing data sets. Encouraged by the success, we worked with Royal Mail data and other specialised homemover data providers to scale the initiative.

By combining refined targeting, optimised creative formats, and customer insights, we built a campaign that consistently delivered. The homemover channel now performs 64% higher than all other high-performing data sets and has become an essential part of HelloFresh’s strategy, operating year-round—even in non-seasonal months like August and December.

Consistent Branding with Impactful Direct Mail

HelloFresh’s mission is simple yet ambitious: “We change the way people eat forever.” To support this, every communication aligns with the brand’s tone and messaging. For the homemover campaign, we used proven acquisition creative formats that are easy to navigate, with clear CTAs guiding recipients to the HelloFresh website in just a few steps.

We also incorporated unique QR codes to track redemptions and tested removable voucher cards, which not only boosted engagement but provided additional opportunities for recipients to refer friends.

A Unique Proposition in the Homemover Market

HelloFresh stands out as the only meal-kit provider targeting homemovers—a segment traditionally dominated by home improvement and utility companies. This innovative approach, paired with detailed CRM insights, allowed us to precisely time communications for optimal impact. By ensuring the mail landed right after a move, when consumers were in the mindset to reassess their habits, the campaign achieved remarkable results.

An Award-Winning Collaboration

This campaign exemplifies the perfect blend of insight, strategy, and creativity, resulting in high engagement and impressive ROI. By working together with HelloFresh, we identified a unique opportunity, executed it with precision, and maximised its potential with expert data and planning.

The Direct Commerce Award is a reflection of the strong collaboration between PSE and HelloFresh—and a testament to what can be achieved when client and agency align around a shared goal. We are incredibly proud of this accomplishment and look forward to building on this success.

Establishing strong and results-driven collaborations with our clients is the number 1 priority for PSE. We’d love to do the same with you, so get in touch with our team to find out how we can work together and share similar successes.