Two subscription services – Paramount+ UK and HelloFresh – have announced a first-of-its-kind partnership that blends streaming entertainment with mealtime inspiration. Launching on 25 October and running for six weeks, their collaborative campaign – entitled ‘One Menu. A Mountain of Entertainment’ – will feature more than 50 HelloFresh recipes inspired by Paramount+ content. Subscribers to Paramount+ UK can expect dishes themed around hit series and films, from Yellowstone and Star Trek to Mean Girls, Dexter, The Godfather, and family favourites like SpongeBob SquarePants and Teenage Mutant Ninja Turtles.
Each week introduces a fresh lineup of recipes designed to capture the flavour and spirit of Paramount+’s most iconic titles. Highlights include a SpongeBob SquarePants-inspired Crispy Katsu Burger and Wedges (pictured), The Godfather’s Corleone Chicken and Cacio e Pepe Beans, and On Wednesdays We Wear Pink Risotto, inspired by Mean Girls. Customers who order three or more HelloFresh boxes during the campaign will also receive three months of Paramount+ UK access, combining culinary creativity with premium entertainment.
The partnership will be amplified through a multi-channel marketing campaign, including a custom 30-second video spot airing across Paramount+ UK’s ad-supported tier, alongside HelloFresh activations on Meta, TikTok, and YouTube. Messaging will encourage customers to “Cook the recipe. Pick the episode. Make it a night to remember.”
Experience-driven collaboration
With subscription services – from streaming platforms to meal kits – under pressure to retain customers in a saturated market, and traditional loyalty tactics like discounts losing impact, an innovative experience-driven partnership such as this offers that sought-after added value for both brands, reaching out to new but complementary markets. By combining two everyday activities – eating and watching TV – into one shared joyful experience, the brands are looking to create emotional stickiness rather than transactional loyalty.
The campaign’s family focus is clear. For many families, relaxing with a great film and comfort food is a classic weekend activity, and by pairing kid-friendly titles like SpongeBob SquarePants with easy-to-cook recipes, the campaign taps into family mealtime as a bonding moment, positioning both brands as facilitators of quality time. For Paramount+, it’s a chance to embed its IP into household rituals, while HelloFresh gains cultural relevance by aligning with blockbuster entertainment.
Anna Priest, SVP and head of Paramount+ UK & Ireland, said: “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.” Alix McCaffrey, senior director of product at HelloFresh UK, added: “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 runs until 5 December 2025.
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