HelloFresh Turns Waterloo Station into a Live Kitchen with Theatrical OOH Installation

What happened

HelloFresh transformed Waterloo Station into a stage for everyday life with a theatrical out-of-home installation designed to reconnect commuters with the joy of the evening meal. At the centre of the build was a HelloFresh delivery box reimagined as a full-scale kitchen, where a real family prepared and shared dinner live every evening from 5pm.

The installation physically brought the brand’s core promise — fresh ingredients, simple cooking, shared moments — into the public space, turning a routine commute into a moment of pause.

A countdown by day, a live kitchen by night

During the day, a transparent PixelGlass screen covered the structure, displaying a countdown that built anticipation among passers-by. As evening approached, the screen lifted to reveal a slice of domestic life unfolding in real time.

This day-to-night transformation reinforced the idea of routine and ritual, mirroring the daily transition from work to home and positioning dinnertime as a moment worth stopping for.

Performance-led OOH

The activation launched with a live performance by the London Vegetable Orchestra, introducing HelloFresh’s new dinnertime jingle using instruments made from vegetables. The performance added a theatrical layer to the installation, blending sound, spectacle, and storytelling into the OOH environment.

Throughout the campaign, the installation became a living scene rather than a static display — combining live action, scenic production, and real human presence.

Extending the experience beyond the station

To encourage participation beyond the physical space, HelloFresh distributed 9,000 miniature HelloFresh boxes daily, each containing recipes and dinner bells. The giveaways invited commuters to recreate the moment at home, extending the emotional impact of the activation into everyday life.

OOH as cultural interruption

Rather than shouting for attention, the installation relied on stillness, familiarity, and authenticity to stop people in their tracks. In a fast-paced station environment, the act of watching a family quietly prepare dinner became a powerful contrast.

The campaign reflects a growing trend in theatrical station takeovers, where brands use scale, performance, and narrative to transform transit spaces into cultural moments — following activations such as last year’s Severance cast appearance at Grand Central.

Why this OOH activation stands out

The HelloFresh installation demonstrates how out-of-home advertising can function as lived experience:

• Turns a transport hub into a storytelling space

• Uses real people instead of actors or screens

• Integrates performance, architecture, and timing

• Reinforces brand purpose through everyday ritual

By placing the evening meal at the heart of the city, HelloFresh elevates a simple habit into a shared cultural reminder.