Hello...fluent devices?

Hello Fresh has launched its brand new ad spanning across 13 markets and in true back to school fashion, it's a lesson to brands not to be afraid of shaking things up. With a clear focus on easy, no fuss meals catering to everyone, the brand has picked up the pace in this ad. 

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The ad sign off “HelloFresh, Hello Dinner” lands brilliantly as the viewer's journey through the HelloFresh universe reaches its final destination. It evokes a sense of familiarity and establishes a clear association answering to those weekday dinner time woes.

Stay tuned to follow the journey of this new slogan, the wide market reach of the campaign suggests it’s heading to fluent device territory and, therefore, is likely here to stay. 

Of course, a slogan doesn’t automatically become a fluent device. It must run consistently with the campaign, driving a memorable association that builds brand image and resonates with the consumer. Can we honestly all say that we don’t hear that 5 note whistle whenever we pass the golden arches? Or more recently, can we utter the word “Domino’s” without adding a brisk yodel? 

Fluent devices drive creative work with a purpose, without an expiration date. No matter how a brand’s marketing strategy weaves and evolves, a strong fluent device can move with the times and continue to strengthen brand identity.