HelloFresh launches competitive cooking show on social platform Twitch

Photo courtesy of HelloFresh

HelloFresh uses social platforms to connect with consumers in a new way. The meal kit company has launched a new original live competitive cooking show, “Unleash the Feast,” on Twitch, an interactive live-streaming platform. Each week during the six-episode series, three Twitch streamers will participate in one-on-one cooking tasks, technical and physical challenges, and games (like trivia).

Episodes will have a specific theme, and contestants will have to prepare and cook a HelloFresh meal while adding their own individuality to the dish. Chef Tricia Wang will be on hand to guide contestants with her advice and expertise. Dishes will be judged on “visual appeal and interpretation of theme” by two hosts and the party master at the end of each episode.

Twitch Chat will also allow viewers to critique contestants alongside hosts and judges and vote for their favorite dishes. Plus, attendees will have the chance to win prizes and get exclusive offers like $120 off HelloFresh meal kits and free shipping (with code: FEAST16).

“ ‘Let go of the feast showcases consumer enjoyment and creativity when preparing a HelloFresh meal,” said Jens Reich, CMO and GM of HelloFresh US, in a statement. In 2020, the meal kit company delivered more than 278 million meals to customers across the United States and operates in 17 international markets.

Social networks such as Twitch can offer a wealth of potential for grocers. During the recent IDDBA (International Dairy Deli Bakery Association) 2022 Show, Jonna Parker from IRI and Anne-Marie Roerink from 210 Analytics spoke about the use of social media and its possibilities during a workshop entitled “The future is digital and personal”. They noted that social channels are how many shoppers (especially younger shoppers) arrive at new products, new recipes, and eventually food retailer shopping sites. They also noted how it would be a missed opportunity not to meet these consumers where they are online with simple meal prep solutions; fresh, new and affordable tastes; and/or fun and accessible ways to liven up a meal or social gathering at home.

The average American in 2022 spends more than two hours a day on social media, Parker noted — and there are, unsurprisingly, stark differences by age group. In a 2021 survey by YPulse, Gen Z respondents rated their own social media use at 4.5 hours a day; millennials estimated their scrolling time on Instagram and Twitter, et al., at 3.8 hours.

Meanwhile, Twitch has over 31 million average daily visitors, over 1.3 trillion minutes watched in 2021, and up to 8 million “unique creators streaming each month.”

“We are excited to engage with consumers and fans on Twitch by creating entertaining and original content that they can see and interact with. We look forward to seeing the delicious dishes the contestants cook up and hope the series inspires viewers to get creative in their own kitchens,” Reich said.

Unleash the Feast” premiering June 21 on twitch.tv/unleashthefeasttv. The series airs Tuesdays at 5:00 PM EST. The first three episodes will run until July 5, and the final three episodes will air weekly from August 16 until August 30.