Commuters at Waterloo Station can watch a family cook and eat dinner inside a life-sized HelloFresh delivery box this week, as part of HelloFresh UK’s ‘Bring Back Dinnertime’ installation on the main concourse from 20 to 22 January.
The box has been turned into a fully functioning family kitchen, bringing a domestic setting into one of London’s busiest transport hubs. From 5pm each evening, a family cooks and sits down to eat inside, giving passers-by a live view of dinnertime from preparation to the table. The first family to take part is the Pelo family, who have previously partnered with HelloFresh on family-focused campaigns.
A bell for dinnertime
The installation is designed to encourage people to pause, step away from the working day and reconnect over an evening meal. HelloFresh is also handing out 9,000 miniature HelloFresh boxes over the three days, each containing a custom dinnertime bell and recipe cards highlighting recent menu developments.
“Dinnertime has become one of the first things to be squeezed when life gets busy. With ‘Bring Back Dinnertime’, we wanted to create a moment that physically stops people in their tracks and reminds them why having a shared evening meal matters.
Putting a real family kitchen inside a HelloFresh box at the heart of Waterloo Station, we’re showing that dinnertime doesn’t need to be perfect or complicated – it just needs a little space and intention.”Johanna Gerhold, Brand and Comms Director, HelloFresh UK
Behind the box
“As we move into 2026, we’re seeing a real shift back towards meaningful, IRL experiences. This activation pushes the boundaries of technology and high-end scenic production, while staying rooted in something deeply human. By blending immersive design with live performance, we’ve created a moment that brings people together – reflecting HelloFresh’s passion for protecting and celebrating dinnertime.”
Thom Rapley, Head of Impact Media, Rapport IMPACT
HelloFresh created the installation with its media agency Initiative and the experiential out-of-home division Rapport IMPACT, combining immersive design with live performance in a high-footfall public setting.
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