Submitted by NewGen

HelloFresh Twitch Takeover

NewGen ran a Twitch takeover for HelloFresh and Factor across five markets, leading with a creator incentive program that returned 154M Earned Media Impressions.

16%+branded engagement rate
154Mearned media impressions
48K+link clicks

Case in 60 seconds

HelloFresh had become one of the United Kingdom's established options for quick and healthy meal preparation, so the next task was breaking into a new territory, which meant building recognition in markets where the brand had no equivalent standing.

The campaign appears to turn on the standing exchange between a large meal kit brand and grassroots creators, because a titan brand arriving on Twitch gains credibility from small creators while those creators gain it from the brand.

NewGen built the campaign around a creator incentive program that gave grassroots creators a route to work with a titan brand in the meal kit industry, serving credibility on both fronts while generating performance.

NewGen applied its custom technology to raise brand engagement and build a streaming experience on Twitch, running the creator incentive program as the campaign lead across the United States, Canada, Germany, the United Kingdom and France for both the HelloFresh and Factor territories.

NewGen reports 154M Earned Media Impressions, 48K+ Link Clicks and 16%+ Branded engagement rates, with the click figure standing as the closest published measure of the conversions the brief asked for.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Meal kit brands sell a domestic routine and Twitch carries live entertainment, so the challenge was making a cooking proposition belong inside a streaming experience, which is why the agency describes building that experience rather than placing advertising within it.
Based on the available evidence, HelloFresh entered as the established name that gave grassroots creators something to gain from the partnership, with the agency describing credibility served on both fronts rather than flowing only towards the brand.

Creative & Execution System

Assets & channels

  • Twitch
  • livestream

Partners

  • NewGen (lead_agency)

Creator role

  • grassroots creators

Results & Evidence

MetricValueResult type
branded engagement rate16%+ Branded engagement ratesengagement_rate
earned media impressions154M Earned Media Impressionsimpressions
link clicks48K+ Link Clickstraffic

Why NewGen's strategy worked

  1. 1

    A brief written for conversions can still be led by a creator incentive rather than a direct response format, because the incentive recruits creators whose audiences follow the link, which is what the reported clicks appear to measure.

  2. 2

    Pairing grassroots creators with a category leader reads as a two way credibility trade, so the size gap between brand and creator becomes the reason the partnership works rather than an obstacle to it.

  3. 3

    Running one platform across five markets and two brand territories suggests Twitch was treated as a single audience behaviour rather than five national media buys, which keeps the creator mechanic constant while the territories vary.

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