Marketing Currents - Business and Marketing Current Events

HelloFresh enlists Mindy Kaling for sitcom-style series on quarantine cooking


HelloFresh looks to capitalize on a boom in home cooking that first emerged at the pandemic’s outset, when many bars and restaurants closed and consumers rushed to grocery stores to load up their pantries. The trend could see another spike as more states enact strict lockdown measures to curb the spread of COVID-19, which is hitting new peaks in several regions and could get worse with holiday travel and the colder winter months driving people indoors.

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Discussion Questions:

  1. How might the pandemic impact HelloFresh’s business?
  2. What is product positioning?
  3. How is HelloFresh positioning their product?
  4. What is product endorsement?
  5. Why do you think brands pay celebrities to endorse their products?
  6. Why do you think the brand chose Mindy Kaling as a spokesperson for the brand?
  7. What is content marketing?
  8. How might this campaign from HelloFresh represent an example of content marketing?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.