HelloFresh: How Live Food Activations Turned Creator Cameos Into 283K+ Reel Views

About HelloFresh

HelloFresh is a meal kit delivery brand built around making global, restaurant-quality cooking accessible at home. For this campaign, the brand anchored its influencer strategy in two live activations, a HelloFresh x Time Out pop-up dinner in NYC and a branded tent at BottleRock Napa, distributed across eight reels spanning solo recaps, reaction formats, and a talent-owned post from Antoni Porowski.

Challenges That Led HelloFresh to Mywall

• Need to source and vet creators across very different lanes at once, from celebrity chef talent and wellness influencers to everyday lifestyle and couple content creators, while keeping every partnership consistent with HelloFresh's global flavor positioning.
• Struggle to identify which creators and formats actually converted attention into engagement, not just views: as this data set shows, two reels from the same event landed engagement rates over 8x apart, making creator and hook selection a high-stakes guess without the right data.
• No streamlined system for comparing performance across formats: solo recaps, split-screen reactions, talent-owned posts, and everyday cooking content each needed to be benchmarked against each other, but tracking was fragmented across creator and campaign reporting.
• Lack of attribution on lifestyle content: one video (Video 7) reached 12.5K views with no accessible data, hindering HelloFresh’s ability to tell which everyday, non-event content was actually resonating.

How HelloFresh Improved Their Campaign Process with Mywall

• Leveraged Mywall's creator discovery tools to identify and vet talent across multiple verticals in one workflow, from celebrity chefs and high-profile guests to everyday lifestyle creators, rather than sourcing each category through separate relationships.
• Used Mywall's campaign management features to run one activation concept across multiple creator formats at once, seeding the same Sensory City dinner to at least three different creators who each produced a distinct video (a straightforward recap, a punchy ranking hook, and a full narrative walkthrough) while keeping messaging consistent.
• Centralized performance tracking through Mywall gave HelloFresh a single view across views, likes, and engagement rate by creator and format, the same comparative view used to build this case study, making it possible to see that a specific number hook paired with a question-based CTA outperformed the next best video by more than 5x.
• Used Mywall's reporting to compare talent-owned reach against UGC cameo reach: Antoni Porowski's own BottleRock recap pulled 76.7K views, nearly 4.5x the UGC video that featured him only as a guest appearance in someone else's kitchen.