TINDER x HELLOFRESH: FORKING SEASON | CREATIVE DIRECTION
Tinder and HelloFresh partnered up to reinvent "cuffing season" into something... more tasteful. Provided with data and market research, we were shocked to learn that most Americans don't feel comfortable cooking for their romantic partner until the 5th date. This got us thinking... what if we made it way more fun and a whole lot easier to impress your date when the time comes to chef it up? Enter, "Forking Season", a collection of date night recipes and seasonings that are sure to woo boo.
Our creative team concepted a 360 campaign for organic social, paid social, complete with one-of-a-kind limited edition Tinder x HelloFresh recipe boxes and Forking Seasoning kits, available for purchase. We melded Tinder's brand flare while mixing in our HelloFresh touch. Our creative highlighted couples of all kinds, hoping to help Tinder users and HF customers alike gain the courage to let themselves cook, if you will. The result: sold out boxes and snack kits within days of launch, major media buzz, and an uptick in brand interaction and social content stemming from our campaign.
