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You can’t get much for $1.  

It’s especially true these days as people have felt the squeeze of inflation on their pocketbooks. A single dollar can’t buy you a soda at the vending machine; it certainly can’t buy you a coffee— and it’s apparently scoffed at by a child waiting on the tooth fairy.

New York-based EveryPlate, an affordable meal kit service owned by Hello Fresh, is out with a new spot (airing nationally via CTV and OTT) that aims to drive awareness about its high-quality meal kits at a mind-blowing good deal. 

Rob Lewis, founder of Denver-based creative agency Good Conduct and head of creative, commented, “With inflation, we’ve all been hyper-aware of the rising costs of food. We approached this deal from EveryPlate as more than a coupon, with a message that could resonate on a cultural level. Acknowledging that everyone, including a seven-year-old, knows a dollar isn’t worth anything—until now.”