Hello Fresh, a service providing recipes and exact ingredients direct to consumers’ doors, has appointed Diffusion to raise brand awareness and drive consumer sign ups in the UK.

The integrated campaign will use traditional and social media to raise awareness of Hello Fresh within its target market of time-poor professionals and families. Diffusion will communicate the key messages of Hello Fresh, and aim to drive consumer sign-up to the service through national media coverage, and initiatives such as live cook-a-longs broadcast via Google Hangouts.

Hello Fresh launched in Sweden and now operates in Europe, the US and Australia. Every week, Hello Fresh delivers boxes of exact quantities of fresh ingredients needed to make the meals devised by Hello Fresh’s head chef, Patrick Drake, or guest chefs.