HelloFresh is a meal kit delivery service that sends customers pre-portioned ingredients for specific recipes. There’s been an explosion in the number of meal kit delivery services recently, but HelloFresh has been able to gain significant traction because they rely heavily on advertising through YouTube and Instagram influencers. Because people look up to these influencers, their endorsement influences other people to try out the meal kit for themselves (Cialdini’s theory of liking). HelloFresh’s product also reduces the number of cognitive cycles and time that amateur cooks need to make a new recipe by providing all the ingredients in their exact quantities, eliminating the need to go shopping and figure out how to chop and cook different foods.
