Chefs Plate Sizzles up a Series of Fresh TV Spots from Crowdiate

This autumn, HelloFresh's Canadian subsidiary, Chefs Plate, cooks up a series of TV spots showing that its meal kits are a smart solution for meal planners on a budget. The ‘Cook Savvy’ campaign was guided by research that revealed the company’s target audience is made up of highly organised, practical meal planners that look to meal kits that can enhance their lives and are affordable.

The creative was developed with Crowdiate, who conducted a global advertising competition to solicit a rich diversity of original campaign ideas and TV scripts. The winning idea and resulting work showed a sense of empathy for the home meal-planner while providing a distinctive approach in advertising’s most well-used location: the kitchen. Crowdiate also managed production in collaboration with Orange Partners.

"The idea of shooting the spot in one single take in low light was appealing as well as challenging. Gratitude and appreciation goes to the team at Orange Partners for the outstanding job they did," said Ian Mirlin, executive creative director, Crowdiate.

“I was impressed with Crowdiate’s open and collaborative process to uncover a wide range of ideas combined with high quality production. We're proud of this campaign because it’s relatable to Canadians who are watching their budget but are looking for smart solutions that enhance their lives,” said Amy Delva, brand manager, Chefs Plate, who led campaign development.