Back-to-School

Challenge

HelloFresh’s Q3 Back-to-School campaign was built around a simple promise: make the week easier by taking midweek dinner off the mental to-do list. The challenge was turning that idea into a creative system that could adapt across markets, products and offers without losing the campaign's core message.
I worked within the global design team across lower-funnel paid social and display, developing the static and dynamic creative system and supporting localisation across 15+ markets.

Role
Campaign design · DPA · Localisation · Production system

Scope
Paid social · Display · Video · Dynamic Product Ads

One idea. Many variables.

The campaign needed to remain consistent while adapting to different products, offers and markets. I developed two core DPA formats: video and static, with modular variations that could respond to dynamic product-feed data.

Product imagery changed automatically according to the market. Headlines, sublines and promotional badges were localised through feed data and conditional rendering, while the core creative language remained consistent.

The result was a system designed around flexibility rather than a collection of one-off assets.

- 15+ markets
- Dynamic product feeds
- Localised messaging
- Modular creative system

Designing behind the campaign.

The creative workflow was becoming fragmented between design and paid social. To make the process more predictable, I created a reference guide defining how DPA variations should be structured, handed off and adapted.
It reduced unnecessary back-and-forth between teams and became the default onboarding reference for new designers joining the team.
The project therefore went beyond producing campaign assets: it turned a recurring production problem into a reusable design system.