Delivering the power of Bai in-home with HelloFresh

CRUEL partnered with food delivery service HelloFresh, leveraging their preexisting national platform to offer consumers complimentary Bai products in-home with their food orders. The program drove trial of Bai with consumers via liquid-to-lips sampling, while also creating awareness among new users, and driving consumers back to retail.Each HelloFresh ‘Good in You’ box included weekly meal kits, two bottles of Bai, and a coupon highlighting product benefits, converting consumers at retail, and connecting product trial with in-store initiatives. The Bai Program featured two flavors, Ipanema Pomegranate and Molokai Coconut, and consumers across Canada enjoyed the complimentary bottles with their health conscious HelloFresh meals.