HelloFresh Takes A Seat at the Table for BottleRock Napa Valley
Music and food have always gone hand in hand. The songs playing while you cook dinner. The playlists setting the mood while friends and family gather around a table. The meal between sets at a festival that somehow becomes part of the memory, too.
At BottleRock Napa Valley, a festival known for bringing together iconic artists and culinary discovery in one place, HelloFresh found the perfect setting to launch its first-ever music festival partnership.
See how HelloFresh served up a festival experience fans could take home after the final set.
The Recipe Behind BottleRock’s Biggest Moment
Set in the heart of Napa, BottleRock has built a reputation for bringing together major artists like the Backstreet Boys, Sombr, Foo Fighters, and Lorde alongside culinary talent from chefs like José Andrés and Andrew Zimmern.
HelloFresh leaned into both sides of the festival experience. At the HelloFresh Stage, performances from Rev Run, Men at Work, and Børns kept fans moving throughout the weekend. Between sets, festivalgoers stepped into the HelloFresh space, where celebrity chefs Antoni Porowski and Curtis Stone — alongside HelloFresh’s in-house culinary expert Michelle Doll-Olson — hosted live cooking demos, served up signature dishes, and offered exclusive merch fans could take home.
“Food and music both have the power to bring people together, and our partnership with BottleRock Napa Valley allows us to celebrate that connection at the highest level,” says Jorge Samayoa, CMO, Meal Kits, HelloFresh US. “We’re thrilled to bring the HelloFresh experience to life at BottleRock through our dedicated stage and on-site activations, but we are just as excited to bring that energy into kitchens nationwide.”
Every detail of the experience was designed with fans in mind, from playful wall art and lime-shaped cabinet handles to a photo moment where festivalgoers could step inside a life-sized festival lanyard.
The music brought fans in. The food gave them a reason to stay a little longer.
“BottleRock Napa Valley has always been a festival where fans plan out what they’ll eat almost as much as what artists they’ll see,” says Jon Landa, SVP of National Sales, Live Nation. “HelloFresh recognized early on that food is a huge part of the experience. The partnership was built around the way fans discover dishes at the festival, talk about them afterward and try to recreate them once they get home.”
An Experience that Goes Past the Festival Grounds
BottleRock may only last a weekend, but HelloFresh found ways to bring parts of the experience into fans’ everyday routines.
The brand brought BottleRock-inspired recipes to kitchens across the U.S., with meals like Mediterranean Spiced Chicken with Tomato-Artichoke Couscous & Zucchini and Vietnamese Turkey Meatball Bowls available to subscribers at home.
And for the soundtrack? HelloFresh curated playlists inspired by BottleRock artists and timed to meal prep, letting fans throw on Zedd or Teddy Swims while making dinner. Long after fans left Napa, HelloFresh found ways to keep BottleRock part of the experience.
The strongest partnerships create connection long after fans leave the festival grounds.
