HelloFresh and Eco-sustainability
This advertisement from HelloFresh Canada is a screenshot I took; the screenshot shows various prepared meals and ingredients. It was taken from snapchat, a social media platform and it was made to attract users to the company’s meal kit service.
The add contains dishes, ingredients, and spice showing the appeal of home cooked meals. The text shows a promotional offer, one free item per box, encouraging users to subscribe. Given HelloFresh’s branding, the advertisement subtly conveys themes of sustainability, reduced food waste, and eco-friendly meal planning, aligning with the growing consumer demand for environmentally responsible food options (OpenAI 2025).
I selected this advertisement from snapchat, because it kept popping up each time I was viewing a video. The advertisement uses food images, appeals and text to position itself as a socially and ecologically responsible brand. By showing fresh ingredients, plated meals, and offers, the ad reinforces the idea that HelloFresh promotes healthy, home-cooked meals while reducing food waste. It also shows a paper back reinforcing that the brand uses recyclables.
The HelloFresh ad is trying to convince me to purchase a meal kit subscription, by emphasizing the convenience of quality and sustainable service, the add also contains a audio that says it delivery is fast and reliable.
The ad tries to make viewers accept the idea, that by using HelloFresh the consumers are making environmentally responsible choices. The ad emphasizes on fresh ingredients, minimal packaging, and reduced food waste by presenting an alternative to the traditional grocery shopping. That is leaving the comfort of your home to go get groceries.
The HelloFresh ad reached me, because it appeared on snapchat and I am a snapchat user. A platform primarily used by younger demographics, including Millennials and Gen Z consumers. HelloFresh strategically places ads on social media to reach tech-savvy individuals who prefer convenient, subscription-based services that fit into their fast-paced lifestyles. Snapchat’s audience is mostly young adults (18-34 years old) who engage with digital content frequently. HelloFresh likely targets this demographic because they are comfortable with online subscriptions and mobile-based shopping [OpenAI 2025].
Most people, especially students like me are mostly busy and can’t find time to plan groceries and cook healthy meal, this is where the use of HelloFresh comes in. with it free and fast delivery system most people in my demography will be tempted to subscribe.
The advertisement was appealing, because it contained some visual striking images, such as plated meals and fresh ingredients that were eye catching and made the food look delicious. As mentioned earlier, I am a student and I work, so I barely find time to cook. The HelloFresh ad promotes the idea of having pre-portioned ingredients that are delivered quickly. That sounds appealing for someone like me with a busy schedule.
The ad positions itself as an eco-friendly and socially responsible company through its marketing method and brand messages. HelloFresh uses a packaging marketing strategy that puts all their products in recyclable, compostable or reusable containers. The audio part of that ad claims that the brand uses a meal kit, that generates less food waste compared to grocery stores.
There are many definitions of greenwashing, de Freitas Netto’s definition picked my attention it goes “…s greenwashing as “the act of mis leading consumers regarding the environmental practices of a company or the environmental performance and positive communication about environmental performance” (de Freitas Netto 2020 6). Most brands claim that they use green washing strategies, but HelloFresh shows evidence of use through their recyclable and reusable packaging containers.
Another evidence that HelloFresh is concerned about the environmental sustainability is their use of meal kit. “Meal kits contain ingredients for cooking a meal that are pre-portioned, packaged, and delivered to a consumer’s residence. Life cycle environmental impacts associated with climate change, acidification, eutrophication, land use, and water use are compared for five dinner recipes sourced as meal kits and through grocery store retailing.” ( Bandekar 2019 9). This quote defines meal kits, what it contains and its environmental impact. HelloFresh use of meal kits shows the brand is environmentally friendly.
The HelloFresh advertisement shows evidence of environmental concern, the ad captures attention with its visual striking image of the food and ingredients they offer. The brand uses a marketing strategy that is more appealing to students, professionals and people with little or no time to plan groceries and prepare home-cooked meals. The brand uses snapchat as part of their means to advertise because snapchat demography are people from ages 18- 34. These age group have shown to usually have busy schedules.
However, the brand ad effectiveness is shortened by its failure to prove their claim of fast and reliable delivery in the advertisement. As a student with a fast-paced lifestyle if my meal-kit doesn’t show on time I will be dissatisfied. Apart from its claim of speedy delivery HelloFresh shows other evidence of environmental concern.
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