Blue Apron Campaign by: Create 3 Agency
MEET THE TEAM MEET THE TEAM Allison Sousan Delaney Jobe Jonah Baalman Art Director Copywriter Account Exec/PR Biggest Cooking Fail: Biggest Cooking Fail: Biggest Cooking Fail: Slicing my finger by I used to burn Forgetting to put the using the wrong side of water in my Easy Mac and almost every bag of the knife and bleeding popcorn I tried to making my work into the food make smell crispy for a week B L U E A P R O N . C O M
HOW DO YOU GET THIS? B L U E A P R O N . C O M
AND MAKE IT TASTE LIKE HERS B L U E A P R O N . C O M
WITHOUT GOING THROUGH THIS B L U E A P R O N . C O M
COMMUNICATION OBJECTIVE We want to show that Blue Apron supplies young adults with a cost-effective, convenient, and nutritious meal kit service that has the quality of a home-cooked meal. We want to emphasize the fact that young adults typically have busy schedules which makes it difficult to prepare meals, and with Blue Apron you can save time while still getting high-quality food like mom used to make. B L U E A P R O N . C O M
INDUSTRY TRENDS ● Approximately 25% of ● About 20% of all grocery American households currently spending is expected to come buy some groceries online. from online shoppers by 2025. ● More than 70% of American ● 9 in 10 adults cook from households will engage in home, with 70% of shoppers online food shopping within the preparing meals 3 or more next 10 years. times per week. B L U E A P R O N . C O M
TARGET AUDIENCE Meet Stephanie, a 19-year-old college student who likes to do yoga and make beauty youtube videos when she's not studying or working her part-time job. As a sophomore, fresh out of the dorms and dining halls, and she can't even keep track of how much she has spent on takeout. She wants to cook meals like her mom used to at home, but she doesn't even know where to begin in the kitchen or grocery store. B L U E A P R O N . C O M
TARGET AUDIENCE Meet Alex, a 24-year-old post-grad who is kicking off his career in Chicago. In college he hardly ever cooked and doesn't know how to do much more than make a frozen pizza or a chicken breast. With the added pressure from his new job, he feels like he doesn't have the time or money to buy every spice and ingredient he needs to make a meal, nor does he know where to begin. B L U E A P R O N . C O M
KEY INSIGHTS The target has an interest and commitment to eating freshly cooked meals, fueled by fond memories of home cooked dinners-especially those made by their mothers. They are eager and able to take the time that is necessary to prepare a meal, with the essential space and utensils. They are always willing to try new dishes to treat their diversified palette. B L U E A P R O N . C O M
MAIN IDEA Nothing tastes better than a meal prepared with loving hands, and who does that better than mom? No one can make it quite like her, but Blue Apron wants to show consumers you can find your way around the kitchen and whip up meals, "like mom used to make.". B L U E A P R O N . C O M
BIG IDEA "Just Like Mom Used to Make" B L U E A B P R O N . C O M
LOGO
PRINT AD CAMPAIGN
PRINT AD CAMPAIGN
IMAGINE... You walk to the bus stop, but it doesn't look like a bus stop... You see what looks like a giant box open on the street... The inside reminds you of mom's kitchen... The benches are gone, and your seat is a kitchen table... You sit down and get hit with the smell of moms cooking... Suddenly a screen on the table lights up inviting you to find out more...
It's not just about advertising... It's Influencing and Connecting
THE PITCH The brand ambassador It is up to you to use your partnership would last 6 own creative discretion to months with an opportunity convey the message. to be a full year campain You would be tasked with Four corresponding social creating and sharing original shares are required across Facebook, Twitter, or content for Blue Apron Instagram surrounding a "Just Like Mom Used to Make" theme B L U E A P R O N . C O M
Blog Sponsorships
Instagram Partners
Reviews & How-Tos
CONNECTIONS We want to connect with real people just like you! B L U E A P R O N . C O M
MAKE MOM PROUD CONTEST Make Mom Proud and #PostYourPlate to show us how you're bringing the taste of mom's cooking to your home. The best plate will win a free month of Blue Apron. Choose your favorite platform to enter B L U E A P R O N . C O M
BUT WHY A CONTEST? d Competitions n a k influence purchasing o o b e e h c t a e F r a decisions for 3 in 4 r s e m t t r i o w f T t a l p g a n i d participants i d e a m e l l a i c o s r s o t s f e t n o c 1 in 3 consumers would mention a brand when sharing a personal milestone or accomplishment on social media B L U E A P R O N . C O M
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