Case Study 06

  • Creative Direction Dakyung Lee, Jong Woo Si, & HelloFresh Creative Team
  • Lead Design Michelle Deng
  • Design Katie Medina, Brin Azzarello, & Yelim Lee
  • Photography HelloFresh Photo Studio
  • Copy HelloFresh Creative Team

Project Overview

JD&Co. has been a fully integrated agency partner to HelloFresh since 2018, allowing them to rapidly scale their acquisition marketing without increasing headcount or sacrificing quality.


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The Challenge

HelloFresh is the world’s leading meal kit provider. As a company that is growing at breakneck speed (and with three thriving brands under its belt), they were looking for an agency partner that could collaborate closely with and complement their in-house team.

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St. Patrick's Day, Valentine's Day, President's Day social ads
  • JD&Co. absolutely reshaped and defined the way we execute creative at HelloFresh. They provide both a vital growth engine required to power the conversion end of our business, alongside a deeply conceptual creative capability that's allowed us to move into longer-form, brand building content.

    They move at the speed of our business, with the usual style and grace one comes to expect from a team led by Dakyung Lee. They're sophisticated, eminently talented, and ready, willing and able to tackle work from all ends of our marketing funnel - the single most important reason HelloFresh became America's #1 Meal Kit over the last two years.
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The Solution

Our team worked in lockstep with the HelloFresh in-house team as creative collaborators and production partners, executing high volumes of assets across paid social, emails, and direct mail, as well as countless collaterals based on rapidly evolving business needs.

In so doing, we helped HelloFresh scale cost-effective customer acquisition campaigns across all channels, without increasing headcount or altering their creative operations. We also delivered some of the highest performing creatives to date by closely executing against company learnings.

Photo Art Direction for HelloFresh Wine
Photo Art Direction for HelloFresh Retail — Valentine's Day

The Results

Thanks to JD&Co.’s collaborative spirit and production chops, HelloFresh was able to scale its acquisition marketing rapidly in 2019, leading to some astounding results for the business. The number of active customers increased by 63% YoY, and the number of orders by 55.7% YoY. HelloFresh US was able to achieve its first full year of profitability.

The HelloFresh Brand team was also able to increase its creative capacity exponentially in 2019, completing over 2700 creative projects. That’s a remarkable ~250% increase from 2018 (and about 52 projects every week.)

Our Role

  • Art Direction
  • Collateral
  • Digital
  • Editorial
  • Illustration
  • Promotional
  • Web

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