The Challenge

HelloFresh has always prided itself on building teams that reflect its brand personality—optimistic, empathetic, intuitive, forward-thinking, and inspiring. While the company had a highly engaged group of employee ambassadors, they faced a challenge: how to amplify their advocacy impact on a global scale without adding friction or asking employees to learn new tools.

The goal was clear: make it easy for ambassadors to share the HelloFresh story, reach more people, and free up time for recruiters—all while keeping employees engaged where they already worked: in Slack and Teams.

The Solution

HelloFresh’s first Real Links campaign, Unlocking Opportunities, focused on two key areas: driving employee engagement and enabling recruiters.

• Employee Engagement: 90 ambassadors were encouraged to share 8 pieces of pre-planned content supporting HelloFresh’s employer brand. Gamification, including a weekend-away incentive, motivated participation. Using the Real Links Slack integration, 87.7% of employees never had to leave Slack to share content, making advocacy effortless.

• Recruiter Enablement: Campaigns were automated and pre-planned, allowing recruiters to execute in just a few steps. By scheduling comms in advance, the employer brand team saved significant time while empowering employees to become more active ambassadors.

The Impact

The results were immediate and measurable:

• 15,450€ in Earned Media Value

• 5,000 unique content views in just 2 weeks.

• 2.2x more views than paid channels, demonstrating the power of employee advocacy.

• 4x increase in visits to the Careers Centre and HelloFresh Culture pages, a key recruitment and engagement goal.

• 37 bonus job applications, even though the campaign wasn’t explicitly designed to drive candidates.

Employees also reported a positive experience: the platform was easy to use, integrated seamlessly into their daily workflow, and made them feel connected to the company’s employer brand efforts.

Why It Worked

The campaign’s success came from combining technology with human connection: employees could engage with content in the tools they already used, competitions and gamification encouraged participation, and pre-scheduled campaigns saved time while keeping communications personal and engaging.

With Real Links, HelloFresh turned a strong local ambassador program into a globally scalable advocacy engine, driving reach, engagement, and measurable results across the company.