Workplace safety at HelloFresh

Together with HelloFresh we work on a safer work environment.

Talk to our experts What is a safety campaign?

The international meal delivery service HelloFresh has become one of the largest meal delivery services in the world in just 13 years. With this growth comes a significant challenge; how do you ensure the safety of your staff?

During our Magic Meeting, HelloFresh identified two clear target groups with corresponding objectives:

For employees in the distribution centre, the focus is on behavioural change regarding safe working practices in the warehouse;
For employees in the logistics hub, in addition to safety awareness, the focus is on reducing the number of accidents and diminishing damage to vehicles.

Based on HelloFresh’s challenges and desires, our creative team set to work by developing a custom design style and safety mascot, Larry the Lime!

Veiligheidsmascotte Larry the Lime - Veiligheidscampagne HelloFresh

Execution of the HelloSafety campaign

For the HelloFresh safety campaign, we developed a content strategy based on Google’s 3H-model. We started with a Hero video, the centrepiece of the campaign. In this video, we introduce Larry the Lime to everyone in the organisation. From management to the technical department and from delivery drivers to administrative staff, workplace safety is important for everyone!

Since diversity plays an extremely important role at HelloFresh, they aimed for a neutral safety mascot that every employee could identify with, regardless of their cultural background or physical features. The lime from the HelloFresh logo was perfect for achieving this goal! By giving the mascot human characteristics, we transformed Larry the Lime into a full-fledged HSE colleague, with its own email address and column in the newsletter.

“After several intensive sessions, the Cooler Media crew delivered an impressive performance. The mascot, Larry the Lime, is exactly what I was looking for, and his character fits perfectly! He has been warmly welcomed and is also making appearances in other departments!”
– Anisa, HSE-manager Benelux (2023)

Promoting open discussions about safety

When incidents do occur in the workplace, it is crucial to report them as soon as possible. This way, safety risks can be addressed, and similar accidents can be prevented in the future.

To encourage employees to report safety incidents, HelloFresh introduced the one and only Larry the Lime hoodie. A collector’s item that employees receive when they report a safety issue. This lowers the threshold for reporting an incident and makes workplace safety discussable in a fun way.

Safety in the distribution centre

Safety in the logistics hub

Offline communication tools

To support the animated videos, we have designed a series of infographics and posters. By simply scanning the QR code, employees can watch the video about the overarching safety theme. The main advantage of these complementary offline communication tools is their versatility; they can be displayed in the distribution centre, warehouse, or cafeteria. This way, safety awareness is stimulated everywhere!

The Power of Animation

With our animations, we make complex information understandable. For example, about the role of first aid officers (BHV’ers) in the workplace. With this video, we ensure that everyone at HelloFresh is informed about what a first aid officer is, what they do, and when a first aid officer can help them.

We opted for both Dutch and English voice-overs, with translations of the term ‘first aid officer’ in French, English, Polish, and Bulgarian. This makes the concept of a first aid officer understandable for employees who speak a different language.

“Thanks to the gentlemen at Cooler Media for their amazing ability to animate and bring my vision to life in such a nice way!” – Anisa, HSE-Manager Benelux (2023)

Veiligheidscampagne HelloFresh - Preview image voor een animatievideo

Why opt for a safety campaign?

Raise awareness about safety risks among employees and stakeholders
Effectively convey safety policies in the workplace
Engage colleagues with humour and relatability
Make the topic of safety more accessible and discussable
Achieve SCL certification or move up the Safety Culture Ladder

View safety campaigns

Why Cooler Media as your safety partner?

Experts in clearly explaining complex matters
Experience with both big and minor safety issues across various sectors
Over 12 years of creative knowledge available for your unique campaign
Accessible content for all (international) levels of your organization

These companies opted for visual communication about safety at work

Lars Weijers
Accountmanager

Connect with us!

Contact Lars for a free consultation at +31 (0)76 886 7790 or click the button below to schedule an appointment directly.

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Safety campaigns

Together with our clients, we make safety an engaging and informative topic. Using a variety of visual tools – including safety videos, animations, films, designs, coloring sheets, card games, coffee mugs, keychains, and more – we help enhance workplace safety and prevent accidents. We’re proud of that!

HelloFresh
Animation, design, creation of a safety mascot, style guide, and more

With the rapid growth of the meal delivery service HelloFresh, a significant challenge emerged: ensuring workplace safety. Through the visual 'Hello Safety' campaign, we’ve teamed up with Larry the Lime to raise awareness of safe working practices in the warehouse and promote safety across the logistics hub.

Learn more about this case Or talk to the art director

Ballast Nedam Industriebouw
Animation, film, design, creation of a safety mascot, calendar, social posts, and more

In Ballast Nedam Industriebouw’s safety campaign, a new safety theme is spotlighted each quarter. Featuring Bas Ballast in the lead role, we foster open discussions about safety. We explain life-saving rules, encourage easier peer-to-peer communication, and share essential information on hand safety.

Talk to the art director

Hollandia Industrial
Animation, film, creation of a safety mascot, style guide, card game, and more

Since 2020, we've been collaborating with Hollandia on the 'Think, Act, and Show Safely!' campaign to enhance safety awareness within the organization. By introducing the safety mascot Buddy and leveraging both online and offline communication tools, we effectively advocate safe working practices to employees and their families.

Talk to the art director

VB Groep
Animation

Construction site safety is crucial not only for employees but also for residents and the surrounding community. Through animation, VB Groep educates these groups about potential safety risks. The animated video is presented at resident meetings, enabling them to play an active role in maintaining safety.

Talk to the art director

RWE
Animation without voice-over

Energy producer RWE is committed to a workplace free from incidents. As part of the Mission Zero campaign, animation is used to educate employees about the 12 Life Saving Rules. Even without a voice-over, the animation effectively and clearly explains these life-saving rules.

Talk to the art director