HELLOFRESH
Hello Fresh Taste Tour
HelloFresh commissions Wild Buzz Agency to produce France’s largest food sampling initiative, a nationwide tour with more than 50 000 dishes to try
Wild Buzz Agency created and rolled out the HelloFresh Taste Tour for HelloFresh, the global leader in home-delivered meal kits. The nationwide tour brought the brand’s promise directly to consumers. With more than 50 000 dishes to sample at major events across France, it was the largest food sampling initiative ever held in the country. The tour opened at the Francofolies festival in La Rochelle, where more than 20 000 portions were handed out.
France’s largest food sampling initiative
The HelloFresh Taste Tour brought the idea of “Win Through Taste” to life by letting people try the food for themselves. At each stop, an immersive stand in the middle of a major event offered free samples of signature HelloFresh recipes, from updated favourites and globally inspired dishes to vegetarian and balanced options. Exclusive offers let visitors continue the experience at home.
With more than 50 000 dishes served throughout the tour, a drive to raise awareness became a chance to demonstrate the product at scale. Each tasting showed people the quality of the ingredients and how straightforward the recipes were.
Win Through Taste means letting people try the food
Running the tour from start to finish
From concept to production, Wild Buzz Agency managed every part of the tour, including the stand’s art direction and immersive design, food logistics, on-site entertainment and coordination with event organisers. Each stop gave people a chance to taste the food, discover recipes and share the experience.
“Letting people sample more than 50 000 dishes across France gives them a concrete demonstration of the brand’s promise. The HelloFresh Taste Tour is a campaign where creativity is entirely in service of the product,” said Jules Lacombe, associate director at Wild Buzz Agency.
Launching at the Francofolies festival in La Rochelle
The tour opened at the popular, family-friendly Francofolies festival in La Rochelle before travelling to several cities and major events throughout 2026. More than 20 000 portions were handed out at the first stop alone. At every stop, music and food gave people a chance to come together.
The next stops were Festival VISA in Perpignan (5 and 6 September), the International Gastronomy Village in Paris (10 and 11 September), Run in Lyon (4 October) and Marseille-Cassis (24 and 25 October 2026).
Why touring events work for on-the-ground campaigns
An event tour meets consumers where they already gather. At festivals, community races or food events, each stop puts the brand in the middle of something people chose to attend. Few formats can reach an audience as receptive.
That makes a tour especially well suited to food sampling. The best way to convince people about the taste is to let them try it.
Designing and producing a nationwide touring experience
Recreating a tasting experience across several cities takes coordination at every stop.
- Concept development and art direction for the touring stand
- Immersive set design that can be put up and taken down at every stop
- Food logistics and management of serving volumes
- Coordination with host event organisers
- On-site entertainment and team management at each stop
From Francofolies in La Rochelle to Marseille-Cassis, the tour shows what a Paris event agency can deliver when it runs a nationwide sampling campaign, from the first sketch to the last dish served.