HelloFresh opens giant delivery box at Waterloo

HelloFresh brought dinnertime to the heart of London with a theatrical installation in Waterloo Station, designed to remind commuters of the joy of sitting down for an evening meal.

The build reimagines a HelloFresh delivery box as a full-size kitchen, complete with a real family inside preparing and sharing dinner each evening from 5pm.

By day, a transparent PixelGlass screen builds anticipation with a countdown – by night, it reveals a slice of domestic life to stop passers-by in their tracks.

The immersive experience, kicked off with a live performance from the London Vegetable Orchestra, debuting HelloFresh’s new dinnertime jingle.

It also featured daily giveaways of 9,000 miniature HelloFresh boxes containing recipes and dinner bells to encourage people to recreate the moment at home.

Created in partnership with Initiative, Rapport IMPACT and Realise, the installation merges live performance, scenic production and creative OOH to celebrate something simple yet important – the evening meal.

Johanna Gerhold, brand and comms director at HelloFresh UK, said: “We wanted to create a moment that physically stops people in their tracks and reminds them why having a shared evening meal matters.”

It’s another new entry in a growing trend of theatrical station takeovers, following stunts like the Severance cast’s Grand Central appearance last year.

Experiential Food & Drink