Maja Pawinska Sims 05 May 2021 // 10:59AM GMT
LONDON — Don’t Cry Wolf has won the retained account for Green Chef, a new offer from recipe box subscription service HelloFresh, PRovoke Media has learned.
The new brand is the first pre-portioned recipe box service in the UK to offer a preference for meals based on the keto low-carb eating trend, as well as other lifestyle diet plans including vegan and vegetarian.
Its parent company, HelloFresh, headquartered in Germany, is now the leading box service in the UK and the US. The firm has seen a surge in customers to 7.3 million active users in lockdown, up 74% from a year ago, with revenues doubling to £1.25 billion.
For launch, Green Chef has partnered with Strictly Come Dancing star Oti Mabuse to provide healthy lifestyle tips and tricks. It is also starting out with its environmental credentials in mind: the company is tracking all direct CO2 emissions and in-box plastics, and will offset them by investing in a number of green initiatives.
John Brown, founder and CEO of B-Corp Don’t Cry Wolf, which recently repositioned as a brand activism specialist, confirmed the win and said the agency would be managing the launch, creative campaigns and ongoing press office.
He told PRovoke Media: “We're absolutely delighted to be working with Green Chef, a brand that not only wants to do exciting things on the comms front, but also shares our philosophy and focus on people and planet. It's the perfect brand for Don't Cry Wolf.”
Brown will be leading the account alongside head of client relations Jamie Weeks. Green Chef joins other purpose-led food and beverage brands including Soda Folk and Meridian on Don’t Cry Wolf’s client roster.
The Hello Fresh consumer PR account remains with Mischief, which has been working with the company since 2019.