Blue Apron Launches New National Brand Campaign
11 Abril 2022 - 8:45AM
Business Wire
Creative, Informed by Extensive Segmentation
Research, Designed to Increase Awareness, Enhance Differentiation,
and Drive Additional Customer Engagement
Blue Apron (NYSE: APRN) today launched a new national campaign
aimed at building the company’s brand and raising broader awareness
for the meal kit category. The new advertising spots highlight the
benefits of cooking with Blue Apron, from creating incredible
recipes with quality ingredients, to easing the burden of menu and
recipe planning.
The creative was informed by extensive segmentation research
that was conducted over the last year. This enables Blue Apron to
further drill down into customer demographics and insights, as well
as identify key audiences that best align with the company’s value
proposition.
“Our new in-depth customer segmentation research informed every
step of our creative strategy,” said Dani Simpson, Blue Apron’s
Chief Marketing Officer. “We believe Blue Apron offers the best
product on the market, and we are excited for the opportunity to
highlight our diverse, compelling menu options for new customers,
while providing existing customers with an even better customer
experience.”
The new creative spots balance a tailored message to the new
customer segments, along with unifying themes that touch on the
common attributes seen across all groups. The spots, which can be
viewed at cook.ba/BlueApronSpots, are built around the two
following themes:
- Being a Hero, launching on TV and connected TV, centers around
the company’s blue apron and highlights how cooking with Blue Apron
can bring out the hero in each person, in and out of the
kitchen
- Expect the Unexpected, an online video series, shines a light
on the Blue Apron +1 philosophy, which is the culinary team’s
pursuit of making each recipe special and unique, from exceptional
flavor combinations and new cooking techniques, to Easy Prep and
Cleanup tricks
This series marks the kickoff of the company’s planned 2022
marketing strategy that focuses on creating a holistic and fully
connected experience for customers, from the first marketing
touchpoint through sign up and recipe selection.
“Our 2022 marketing strategy is centered on efficiently engaging
consumers, and offering them a more seamless and personalized
experience,” added Simpson. “This is the first of many planned
initiatives for this year, as we look to increase customer
awareness, and order volume, size and frequency.”
Additional efforts include revamping the sign-up experience,
offering a tailored menu option and preference selection, and
developing complementary online and offline creative assets that
support the campaign strategy.
About Blue Apron
Blue Apron’s vision is Better Living Through Better Food™.
Launched in 2012, Blue Apron offers fresh, chef-designed recipes
that empower home cooks to embrace their culinary curiosity,
challenge their abilities in the kitchen and see what a difference
cooking quality food can make in their lives. Blue Apron is a
carbon-neutral meal-kit company and is focused on bringing
incredible recipes to its customers, while promoting planetary and
dietary wellness for everyone.
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version on businesswire.com: https://www.businesswire.com/news/home/20220411005506/en/
Media Contact Muriel Lussier Blue Apron
muriel.lussier@blueapron.com
Investor Contact Tip Fleming Blue Apron
tip.fleming@blueapron.com
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