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HelloFresh x Maude Lavoie
Back to School, Minus the "What's for Dinner?"
Back-to-school Instagram Stories where HelloFresh takes "what's for dinner?" off a busy mom's plate.
![HelloFresh x Maude Lavoie]()
HelloFresh
Instagram Stories
Production Note
Everything you need to know, at a glance.
Objective
Show how HelloFresh lightens the weeknight mental load during the back-to-school rush
Audience
Busy parents and young families who follow Maude Lavoie's day-to-day
Channels
Instagram Stories
Format
2 Instagram Story sets + 2 follow-up frames (6 frames total)
01 - The Brief
Less mental load, more time with Jackson.
Back-to-school Instagram Stories where HelloFresh takes "what's for dinner?" off a busy mom's plate.
02 - On the Ground
Back to School, Minus the "What's for Dinner?"
03 - The Output
Face-to-camera Stories, real routine, no staged unboxing.
04 - The Approach
Let a real mom's weeknight do the talking.
Instead of explaining the HelloFresh concept again, the Stories leaned on Maude's personal experience: why the boxes fit her life as a working mom, how she picks her recipes, and the final dish on the table, all in her usual authentic, laid-back tone.
Campaign Gallery
The work, unfiltered.
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Frequently Asked Questions
What was the goal of this campaign?
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Back to School, Minus the "What's for Dinner?"
How did One Way approach this project?
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Instead of explaining the HelloFresh concept again, the Stories leaned on Maude's personal experience: why the boxes fit her life as a working mom, how she picks her recipes, and the final dish on the table, all in her usual authentic, laid-back tone.
What reach did this campaign achieve?
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Case study by One Way: Talent Management, Video Production & Influencer Marketing Agency, based in Montreal, Quebec.
Ce projet fait partie du portfolio de One Way, agence montréalaise de gestion de talents, de production vidéo et de marketing d'influence. Chaque campagne présentée ici illustre notre approche de bout en bout : stratégie, création de contenu, production vidéo et collaboration avec des créateurs québécois et canadiens.
One Way talent Maude Lavoie, Quebec hairstylist, salon owner, and mom, partnered with HelloFresh on a series of back-to-school Instagram Stories in September 2026. Speaking directly to her community, she showed how HelloFresh meal kits lighten the weeknight mental load for busy families by taking the "what's for dinner?" question off the table, highlighting fresh ingredients, recipe cards, and the final dish in an authentic, everyday format.
One Way talent Maude Lavoie, Quebec hairstylist, salon owner, and mom, partnered with HelloFresh on a series of back-to-school Instagram Stories in September 2026. Speaking directly to her community, she showed how HelloFresh meal kits lighten the weeknight mental load for busy families by taking the "what's for dinner?" question off the table, highlighting fresh ingredients, recipe cards, and the final dish in an authentic, everyday format.
Instead of explaining the HelloFresh concept again, the Stories leaned on Maude's personal experience: why the boxes fit her life as a working mom, how she picks her recipes, and the final dish on the table, all in her usual authentic, laid-back tone.
