T-Pain and Jimmy O. Yang compete to be the next HelloFresh spokesperson

A new in-house campaign focuses on consumers getting back into cooking

Published On
Aug 14, 2023
Jimmy O. Yang struggling to take a Hello Fresh delivery box away from T-Pain.

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HelloFresh is teaming up with an unexpected duo: rapper T-Pain and comedian Jimmy O. Yang.

The new “Eats by T-Pain and Jimmy O. Yang” campaign, created in-house, features several spots in which T-Pain and “J-Yang” try to show they have the right stuff to become the new HelloFresh spokesperson. In one ad, they both cook up their favorite meal. In another, Yang gets a neck tattoo of the brand’s lime-green logo, and T-Pain shows off his lime-green car.

 
 

The campaign will run across OTT, out-of-home, linear and digital TV, social media and paid social.

“The fall season is one of the busiest times of year for HelloFresh, as consumers get back into their cooking routines,” Marcus von Franck, chief marketing officer of HelloFresh North America, said in a statement. “Both Jimmy and T-Pain have a strong demographic alignment to our current and target audiences.”

Customers will also see new meals inspired by the duo. For the week of Aug. 20 through the week of Sept. 16, HelloFresh customers can choose among four recipes developed by T-Pain and Yang, with T-Pain’s leaning into his southern roots, and Yang’s using Asian flavors. Meals include hot chicken mashed potato bowls, spicy garlic chicken sandwiches, hoisin chicken flatbread and pork meatball curry.

For last year’s back-to-school campaign, HelloFresh partnered with Neil Patrick Harris and David Burtka.

Credits

Date
Aug 14, 2023
Client :
HelloFresh
Agency :
HelloFresh
Production :
D'Marie Productions
Director :
Mark Nickelsburg
DP :
Diana Matos

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