Hello Fresh classic box

Hello Fresh has launched its biggest London Underground advertising campaign to date in a bid to attract new customers this January.

The campaign, which carries the strapline ‘a revolution is coming’, launched on 31 December and will run until the end of this month.

The recipe box company would not reveal how much it had spent on the activity but it marks its most high-profile campaign on the Tube to date, with advertising on Tube car panels and lift escalator panels.

Hello Fresh has also emailed customers who have cancelled their subscriptions to offer them 50% off their first box if they come back in January.

The company hopes the timing of the campaign will tempt customers to try something other than their regular supermarket shop.

“It is the key time of the year where people look to make a change, especially when it comes to their eating habits,” said a Hello Fresh spokeswoman. “So this January we are calling a revolution, not to start crazy diets, but rather to shake up your dinner routine and add inspiration to your dinner table, whether it’s trying new ingredients and flavours or a little twist on a classic.”