Eating habits are changing due to increasingly complex work schedules and hectic routines resulting in late, individualized dinners and a move away from traditional potluck meals. Meal kit company Hello Fresh is trying to confront this situation in the United Kingdom with a campaign that encourages people to get home on time for dinner and enjoy it as a family.
For this he has turned to music. He has collaborated with the London Vegetable Orchestra, which uses vegetables as instruments; and with drag artist La Voix to bring the Hello Fresh Kitchen Orchestra to life. Together they have performed a jingle created especially for the occasion with vegetables of all kinds and kitchen utensils and to highlight the importance of prioritizing a good eating routine in personal development.
The song, which also highlights Hello Fresh’s proposal to help with everyday meals, was performed live on January 5 in the busy South Bank area in London. Carrots, turnips and leeks were combined with strainers, saucepans and spatulas to make this quirky Hello Fresh anthem sound.
The insight behind the initiative is found in recent research carried out by the company that analyzes how modern living is transforming the eating habits of British society. Specifically, it points out that 35% of citizens have delayed their dinner time, with work matters and the arrival home of family members at different times being the main cause.
47% of those surveyed say that eating together helps strengthen bonds
Still, the perception of value around shared meals has not disappeared. 47% of those surveyed say that eating together helps strengthen bonds, and 39% consider that the act of eating becomes less routine and more fun when the table is shared.
“Our research shows that even though meals are becoming later and more stressful, we are all looking for quality time to sit down and eat together“; said Mimi Morley, Senior Recipe Development Manager at Hello Fresh. “That’s why we created the HelloFresh Kitchen Orchestra. We hope that our fun jingle will serve as a musical nudge to Brits to prioritize dinners and the benefits of eating together in this new year.”.
The Hello Fresh campaign is completed with an activation at Waterloo station in London, which takes place between January 20 and 22. The brand has installed a giant version of one of its product boxes that actually houses a real kitchen. Throughout the three days, at 5 p.m., a family will cook and eat dinner together inside the box. The first to do so has been the family of content creators Pelo Family, who have collaborated with the brand on previous occasions.
The facility is designed to encourage citizens to disconnect from their routine and enjoy dinner as a family, thereby embracing healthier routines, both physically and emotionally. The action is complemented by the gift of 9,000 Hello Fresh boxes that include a kitchen clock and recipes with the company’s latest additions to its menu.
