HelloFresh UK (“HelloFresh”), the UK’s leading recipe box provider, is kicking off 2026 by unveiling a giant, custom-built HelloFresh box installation at Waterloo Station, designed to ‘Bring Back Dinnertime’.
From 20-22 January, commuters passing through the station’s main concourse will be able to step inside a life-sized HelloFresh delivery box, transformed into a fully functioning family kitchen.
From 5pm each evening, a family will be inside the box cooking dinner, offering passers-by a window into what real dinnertime looks like – from preparation through to sitting down together.
The installation will open with a live performance from the London Vegetable Orchestra (LVO) at 5pm on 20 January to the sound of a brand-new dinnertime jingle, marking the moment many households aim to sit down together for dinner.
The first family joining the Box will be the Pelo family, who have regularly partnered with HelloFresh to promote delicious midweek dinners for all the family to enjoy.
The immersive experience is designed to encourage people to switch off from the working day, clock off on time and reconnect over an evening meal. Alongside the live experience, HelloFresh will give away 9,000 miniature HelloFresh boxes over the three days. Each includes a custom dinnertime bell and recipe cards highlighting the brand’s latest menu improvements, encouraging commuters to recreate the moment at home.
Johanna Gerhold, brand and comms director at HelloFresh UK, said: “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.”
The experience has been created and designed in collaboration with HelloFresh’s media agency, Initiative, and their specialist experiential OOH division, Rapport IMPACT. Thom Rapley, head of impact media, said, ““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.”
