The Flava People collaborated with HelloFresh to bring their Baileys Caramel Sauce to menus, allowing home chefs opportunity to elevate indulgent Christmas-inspired desserts and drinks.

The campaign incorporated the first desserts to feature in HelloFresh’s core menu, removing cost barriers and increasing exposure. In the weeks running up to Christmas Day, HelloFresh promoted the four new Baileys Caramel Sauce custom developed recipes along with Baileys branded photography, app/web integration, and promotional inserts.

With the Baileys Caramel Sauce approaching its first Christmas in-market, the campaign offered a mass sampling opportunity that reached hundreds-of-thousands of UK households to drive awareness and trial of the product. Additionally to on-menu promotion, HelloFresh promoted across social media platforms that reached millions of followers, resulting in widespread PR coverage across over 40 regional and national media outlets.

The campaign was culturally impactful in driving visibility, and engagement for the Baileys Caramel Sauce product. The campaign was also commercially impactful, with customer uptake triple the forecasted amount and resulted in a subsequent March HelloFresh Baileys Caramel Sauce campaign featuring Pancake Day & St Patrick’s Day brunch inspiration.