Maja Pawinska Sims 02 Jul 2019 // 8:29AM GMT
LONDON — Mischief has won the retained UK consumer PR account for global meal delivery service HelloFresh, after a competitive pitch.
HelloFresh, launched in Berlin in 2011, sends fresh ingredients and recipes to people’s homes every week. It now delivers to around two million households in 10 countries.
Mischief will provide proactive and reactive press office support for the meal-kit service, helping to reinforce its position as one of the market leaders in this growing sector: the global meal kit market was worth around $2.5bn in 2017 and is expected to rise to nearly $9bn by 2025.
HelloFresh communications and PR manager Juliet Keane said: “Mischief delivered the clear, creative thinking we were looking for to further cement us as thought leaders in the food and innovation space. Their thinking will help us make mealkits, in particular HelloFresh, part of mainstream culture."
The agency team will be led by director Katie Beeton, who said: “We’re incredibly excited about working with HelloFresh. We’ve always been fans of their delicious meal kits and of their ambition to revolutionise the way people cook at home.”
The win adds to the agency’s portfolio of FMCG brands, which includes Asda, Coca-Cola and Unilever.