Adobe, 2025 · surveyed marketers
Gartner CMO Spend Survey, 2026
WFA / MediaSense · surveyed multinational advertisers
At the same time, budgets, people and internal attention are not increasing at the same rate.
Research supports the argument. It is not the argument.
Full qualifiers and sources: Full Response · Evidence & sources ↗
“I think we do good social content, which is awesome.”
“I wouldn't say that like I need more content because I have a lot of content, but I'd like my content to be a little more strategic.”
“It's a really good mishmash of things, but it's a mishmash.”
“Where we struggle is our reactive content.”
“I think if you're gonna do it, you gotta really do it and be consistent about it.”
“I do want to work on our repeatable stuff too… I want our own Subway series.”
The opportunity is not to erase those pieces. It is to make the creative operation around them more connected.
Memmo MediaconnectionIf you can be in the minds of your target audience even when you are not present in front of them, you have done your job.
The industry is rebuilding the operating model.
Memmo Media was built inside this environment rather than having to retrofit a large legacy organization around it.
WPP increased annual AI/data/technology investment to £300 million. Publicis committed €300 million to CoreAI over three years. Havas committed €400 million to data, technology and AI through 2027. Omnicom (Omni) and dentsu (dentsu.Connect) are positioning connected marketing operating systems.
Large agencies and holding companies are themselves investing heavily in new technology and integrated systems.
A great team member learns: the people, the culture, the context, the constraints — and becomes more useful over time. That's how this relationship should work too.
HelloFresh Canada is built for the people who use it and by the people who make it happen.
Team access is not administrative trivia. It is a partnership dependency.
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Signals land here.
A strong team member is not hired because they can guarantee every exact thing they will produce before their first day.
Then they get better as they understand the organization.
That does not mean every suggestion becomes content. It means every potentially useful signal has somewhere to go.
We are a creative agency. That's what we do. We operationalize creativity.
When you know who you are, it doesn't need to be about you. Everything just needs to be you.
Dinner at 6:17.
Kid at counter.
Box at door.
Someone staring into refrigerator.
Finished plate.
Holy shit. I actually made that.
Reality supplies context that a script would otherwise have to explain.
We are not against scripts. We are against using a script as a substitute for reality.
If we meet someone inside the actual situation, much of the meaning already exists:
Some content should be scripted. Some commercial messages need precision. Some formats need planning. Some talent needs structure.
Always Be Extracting.
Always Be Experimenting.
Always Be Creating.
A creator or participant knows they are participating and appropriate consent/rights are handled. They do not know every detail.
They are told not to prepare dinner. HelloFresh arrives.
The Ring doorbell captures the arrival and reaction. Memmo Media joins them live remotely and captures the conversation, cooking and decisions that follow.
This is an example of how the system thinks. It is not the strategy itself.
The goal is to get people out of corporate-answer mode.
“How often do you actually order HelloFresh?”
“So you love the food. You eat it every day then?”
“Come on. You don't actually like it. You just work here, right?”
The answer is not necessarily the asset. The prompts are there to get people out of corporate-answer mode and surface reactions, personality, language and unexpected moments. We capture more than we know we'll use; what the interaction reveals becomes input for the creative system.
Team Tuesday is an idea sketch, not a promised franchise. If it works, it can earn recurrence.
A customer publicly says a HelloFresh experience ruined dinner.
Customer care may need to resolve the actual service issue. Community may acknowledge it.
But the creative system can also ask: Is there a larger human opportunity here?
Could a chef appear? Could dinner be remade? Could a relevant creator participate? Could the response itself become something worth sharing?
That will not be appropriate every time. HelloFresh Canada retains final approval.
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The core stays close to HelloFresh Canada and holds context and brand memory. Specialist capacity moves in and out based on what the work requires.
Context stays stable while capacity moves.
The system accumulates reality, not just deliverables.
A single capture may serve more than one destination. Destinations in the Full Response ↗
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More creative freedom before approval.
Experimentation does not mean publication.
Nothing happens publicly until HelloFresh Canada chooses.
More control before publication.
There should usually be more useful creative in the system than HelloFresh Canada needs to publish. Not because volume is the objective. Because abundance changes the economics and psychology of creativity.
If ten legitimate ideas exist and two are terrible: decline them. Tell us why. We learned something. There are eight others. More are coming.
Memmo Media does not require a piece to be approved before the next one can be created. The operation keeps moving. Feedback itself becomes another input.
Agreed schedule, sized to scope.
Participate in comments and conversations.
Engage with relevant creators and conversations beyond HelloFresh Canada's owned posts.
Identify recurring questions, language, behaviours and creative opportunities.
Product/customer-service issues follow the agreed HelloFresh Canada Customer Care path.
Those need to work.
Sometimes the correct response is a comment. Sometimes it is a DM. Sometimes it is customer care. And sometimes it is: an idea, a creator activation, a surprise, a customer moment, a piece of content, a new recurring property.
But we should not claim that organic performance mathematically proves paid.
Organic creates signal. Community creates signal. Creators create signal. Paid creates signal. Customer behaviour creates signal.
HelloFresh Canada Growth retains paid media strategy and investment.
Memmo Media provides, for Growth to use where useful: creative · versions · hooks · raw footage · hypotheses · creative learnings.
Creative can inform paid, and paid performance can inform future creative.
Create → observe → learn → version → distribute/amplify → observe again → feed it back.
The pieces aren't new. The integration is.
The BE Show
No. Not end-to-end at this level.
The pieces aren't new. The integration is.
This is the first full implementation of the complete model at this level.
Every role is an AI operator within their discipline.
AI is hidden infrastructure and operating leverage, not the aesthetic identity of the creative.
AI operations are a core Memmo Media capability. Every role is expected to be an AI operator within their discipline. Jason and Raghu provide deeper forward-deployed AI engineering.
Specific models, data handling, storage, security controls and technical architecture will be agreed with HelloFresh Canada based on its IT, privacy and security requirements.
Roles, locations and allocation: Full Response · Team ↗
This is real paid creative work. The $15K Pilot is separate from the recommended $25K setup. It is not a deposit and it is not credited toward setup.
HelloFresh Canada receives: menu of work · learning readout · experience working with the team · evidence of how the system behaves.
Some creative may be usable. We hope it is. We do not promise full encoded HelloFresh Canada output before full setup.
Seven-day readiness + two weeks of live work
Separate from the recommended $25K setup. Not a deposit. Not credited toward setup.
Our current best recommendation based on what we know.
Budget + scope determine capacity.
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We'll show you what the operating model looks like at that level.
Share the monthly budget range
Approve the pilot
Seven-day readiness
Two weeks working together
You know what you want. We know what you want. The only question is whether or not we're going to get the chance to blow your minds.
And we hope we do.
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