This week, Ad Age’s expanded “Creativity Top 5” series looks at some of the latest innovations in the food and beverage space. Visit our site each Thursday for a new list of niche campaigns from the past month.
Meal kit service HelloFresh teamed up with an unexpected duo—rapper T-Pain and comedian Jimmy O. Yang—as the two aim to show that they have what it takes to be the next HelloFresh spokesperson. As part of the campaign, HelloFresh customers for a limited time can choose from a variety of recipes the duo developed, with T-Pain leaning into his southern roots and Yang using Asian flavors. The company is looking to reach new customers as summer winds down, kids go back to school and families return to their at-home cooking routines.