HelloFresh on LinkedIn: 21 of 30 ad texts pitch FMCG brands, not meal kits
I expected HelloFresh's LinkedIn ads to sell meal kits to office workers. The LinkedIn Ad Library shows something else. In the 30 ad texts I classified, 21 are German-language pitches from HelloFresh Media to FMCG brands (sampling, recipe sponsorship, newsletters), and the other 9 are English job ads . Meal kits come up twice, and both times it's inside a recruiting ad. How the data was collected…
HelloFresh's LinkedIn advertisements do not primarily promote their meal kit services, contrary to expectations. An analysis of 30 ad texts reveals that 21 of them are German-language pitches targeting FMCG brands for sampling, recipe sponsorship and newsletter placements. The remaining nine ads are English job postings. The two mentions of meal kits are found in the recruiting ads.
The LinkedIn Ad Library was used to collect this data, with the 30 ad texts analyzed for keywords indicating B2B media offers or recruiting efforts.
Written by urgent.news from Dev.to's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
