Bluey Creative Drives Up to 4x Lift in Family Signups

Home Chef is a meal kit and food delivery company that makes home cooking easier by delivering pre-portioned ingredients and recipes directly to customers. As part of its partnership with Bluey, Home Chef had an opportunity to bring a recognizable, family-focused message into its direct mail program and test whether creative built around the entire household could outperform its established control.

Home Chef’s long-running “Cheaper than Groceries” creative had proven to be a reliable control, but the message was designed to appeal broadly to prospective customers. For households with children, Home Chef wanted to test something more relevant. Rather than focusing solely on value and convenience for the person making the purchase, Share Local Media saw an opportunity to create a campaign that connected the product with the broader family experience around mealtime, in support of Home Chef’s existing Bluey partnership. The question was whether that added relevance would translate into measurable performance.

Share Local Media developed a structured creative test across two independent prospecting audiences utilizing two transactional lookalike models. Two Bluey concepts were tested against Home Chef’s existing control and other creative executions. One used a standard three-panel static format, while the second incorporated a perforated pop-out coloring activity designed to give kids an additional way to interact with the mailpiece. Both Bluey creative formats delivered a clear lift over the control across both the Family and general audiences, showing that the family-first concept resonated regardless of format. Testing the same creative across two different prospecting models also helped isolate what was driving performance. When the lift appeared consistently across both audiences, it provided a strong signal that the creative and message itself were responsible for the improvement. Home Chef then combined the winning creative across audiences and scaled the campaign, with the lift holding at greater volume. The test demonstrated how creative can uncover high-value segments already present within a broader prospecting audience. Rather than relying solely on increasingly narrow targeting, Home Chef used a more relevant message to give families within its existing prospect pool a stronger reason to respond. Sometimes the best-performing direct mail isn’t about finding a completely new audience. It’s about giving the right people within your existing audience a message that feels made for them.