Paramount+ UK and HelloFresh serve up a blockbuster partnership

Paramount+ UK, a streaming service offering a mountain of entertainment across hit series and iconic franchises, is partnering with HelloFresh, in a first-of-its-kind cross-industry collaboration that will bring entertainment and fresh recipes together for the first time.

Launching this autumn, the six-week campaign titled ‘One Menu. A Mountain of Entertainment’ will feature more than 50 HelloFresh UK recipes, inspired by Paramount+ UK content. From fan favourites such as Yellowstone and Star Trek, to hit movie Mean Girls, cult classics including Dexter and The Godfather and kids and family titles like SpongeBob SquarePants and Teenage Mutant Ninja Turtles, the recipes will offer something for everyone to enjoy. As part of the campaign, customers who order three or more HelloFresh boxes will receive access to three months of Paramount+ UK, combining culinary discovery with premium entertainment.

Each week will introduce a new lineup of recipes, designed to reflect the flavour and spirit of Paramount+ UK’s most beloved titles. From Yellowstone-inspired cajun smoky beef burgers to Star Trek’s umami miso mycelial mushroom rigatoni and Teenage Mutant Ninja Turtles caramelised red onion pizzas, all the dishes are ready to be freshly cooked, packed with flavour, and made to bring everyone to the table.

The partnership will be supported by a high-impact, multi-channel marketing campaign, featuring a custom 30-second video spot designed to bring the collaboration between HelloFresh and Paramount+ to life. The spot will air across the ad-supported tier of Paramount+ UK, reaching millions of engaged viewers during premium content moments. This distinctive commercial opportunity is crafted to amplify HelloFresh’s campaign visibility, enabling the brand to connect with UK consumers during midweek evenings, at the intersection of mealtime and screen time, two of the most emotionally resonant and brand-receptive moments in the home. In parallel, HelloFresh will activate the spot across digital marketing channels, including Meta, TikTok and YouTube and others, ensuring broad reach and measurable impact across its core audience touchpoints.

The campaign will be complemented by a rich suite of creative assets spanning CRM, social media, and in-box leaflets. Messaging will encourage customers to combine their passions for food and entertainment telling them to ‘Cook the recipe. Pick the episode. Make it a night to remember,’ while visual storytelling will draw heavily from Paramount+’s “Mountain of Entertainment” and its iconic IP. The creative will evoke the scale, variety and excitement of a night in with blockbuster content.

“We’re thrilled to be launching this first-of-its-kind partnership in the UK. It’s a bold and innovative way to connect with audiences, pairing the stories they love with the meals they share,” Anna Priest, Senior Vice President, Head of Paramount+ UK & Ireland said. “By teaming up with HelloFresh, we’re turning everyday moments into something extraordinary, building new habits that start in the kitchen and continue on screen. It’s a celebration of creativity, connection, and the joy of entertainment in all its forms.”

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.”

The campaign kicks off on Saturday, 25th October 2025, and runs through Friday, 5th December 2025. The partnership was brokered by Joseph Byrne, Senior Director, Brand Partnerships, Paramount International and Tommy Seres, Senior Product & Brand Manager at HelloFresh.