{case study} HelloFresh Surprised Customers With Seed Paper Inserts That Grow Basil

(Photo: hellofresh.ca)

Objectives

  • Send customers a plantable “surprise and delight” gift to ring in Earth Day and springtime
  • Give customers the opportunity to grow their own fresh herbs at home
  • Create an activity our customers could share with their families and use to garnish their recipes

Strategy and Execution

HelloFresh is a meal-kit delivery company that “aims to provide each and every household in 12 markets with the opportunity to enjoy wholesome, home-made meals with no preparation, no shopping and no hassle.” The company is passionate about giving people the tools they need to cook great food for themselves, their friends and family.

Basil seed paper was the perfect sustainable gifting option that underscored HelloFresh’s value for fresh ingredients. The goal was to empower their customers to source herbs from their kitchens and surprise them with a new and novel way to go about it. HelloFresh sent plantable basil seed paper inserts to Family Box customers. They were delivered in English and French to Canadian families across all 10 provinces.

Results

HelloFresh received highly positive feedback on social media and from their customers. The feedback included videos of families planting the inserts with their children and thank-you notes online.

“Our partnership with Botanical PaperWorks was a great experience overall. With their care and flexibility, we executed a first-of-its-kind experiential direct mail home marketing campaign, which saw positive feedback from our customer and team. Their unique product, dedicated team, and operational diligence made for a smooth and successful campaign leaving multiple colleagues asking, where’d you source that seed paper?”

plantable basil seed paper promotion


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