Objective

Home Chef set out to reach healthcare workers and health system employees with a special membership discount on meal delivery. The fit is unusually direct: healthcare professionals work demanding schedules with limited meal options and a genuine need for convenience, and a discount offered to providers at their own workplace reaches them where the problem is most tangible.

Strategy

Innovare Media activated a national Hospital Placed Media campaign positioning Home Chef messaging in front of healthcare professionals throughout hospitals and healthcare venues across the U.S. The offer functions in effect as an employee benefit, which makes the hospital campus the natural place to present it.

Execution

Messaging was placed directly in front of working nurses and healthcare providers nationwide across 97 units, delivering more than 20 million impressions. Hospital Placed Media offers the only vehicle for reaching these audiences inside hospital campuses at national scale.