Meal-kit retailer HelloFresh UK has struck a deal with streaming platform Paramount+ UK, for what it is calling a first-of-its-kind collaboration that fuses food, film and television.

The six-week campaign, titled ‘One menu. A mountain of entertainment’, will feature more than 50 HelloFresh recipes inspired by Paramount+ titles such as Yellowstone, Star Trek, Mean Girls and Dexter.

Launching on Saturday (25 October) and running until 5 December, the initiative “blends meal-kit innovation with pop culture appeal” to give customers “something for everyone to enjoy”, said the food and drink delivery business.

As part of the promotion, customers who order three or more HelloFresh boxes will receive three months of complimentary access to Paramount+ UK.

Each week will introduce a new line-up of dishes that capture the flavour and spirit of Paramount+’s most popular shows, from Yellowstone-inspired Cajun smoky beef burgers to Star Trek’s umami miso mushroom rigatoni.

Alix McCaffrey, senior director of product at HelloFresh UK, said: “Partnering with a world-class entertainment brand like Paramount+ is an exciting milestone for HelloFresh UK. This collaboration not only enhances our customer offering but also aligns our brand with a leader in premium content.

“It’s a natural fit, allowing us to connect with new audiences and deepen our engagement with existing customers by bringing together two things people love, great food and great entertainment.”

Hellofresh will run a multi-channel marketing drive including a 30-second video spot airing across Paramount+ UK’s ad-supported tier, reaching millions of viewers during peak evening viewing hours.

HelloFresh will also promote the partnership across digital platforms such as Meta, TikTok and YouTube, alongside CRM, social and in-box activations.

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