Blue Apron hopes to attract new subscribers to its meal kit services with the latest "What Cooking Can Do" TV and digital campaign.
Developed with agency Droga5, the creative incorporates stories from its members to highlight how cooking can be transformed into an experience.
The campaign features a number of films including some labeled for each day of the week. Each of these stories will be featured on their respective day in both offline and online channels. Thursday, for instance, introduces a recently widowed man who uses Blue Apron to cook for the first time, and surprises his son with a meal he prepared.
There is also a longer Anthem film that incorporates highlights from each of the day spots. Have a look here.
The media buy for the campaign runs nationally across both broadcast and digital, with the spots trafficked to run on the specific day of the week the creative represents. With Blue Apron delivering to customers all across America, the target audience is not geographic in nature.
Rather, it is designed to reach across all demographics, illustrating "how Blue Apron fits into the lives of so many people across the country," says an agency spokesperson.
Last year, the recipe and fresh ingredient delivery service launched a 60-second TV spot that explained the brand's concept and mission to reinvent the food system. The creative suggested that as alternative to processed, modified foods, Blue Apron's vision involves farmers and chefs working together, creating recipes and planning crops.
Food goes from the farmer to Blue Apron customer, cutting out the middleman, warehouses and grocery stores.
Since that ad campaign, however, Blue Apron has struggled as the company has been challenged by rivals and consumers just not interested in meal-kit subscription services. In December 2017, CFO Brad Dickerson replaced co-founder Matthew Salzberg as chief executive officer hoping to reverse its misfortunes.
Blue Apron was the worst performing IPO in 2017, according to Dealogic.
Although Blue Apron still holds 40% of the U.S. meal-kit market share, it dropped 17 percentage points from last year, according to Second Measure analysis. This was reported in a CNN article that stated the unprofitable company is worth around $560 million right now, a fraction of the $1.9 billion valuation Wall Street awarded it when it hit the market.
Blue Apron told investors during a recent earnings call that customers fell 9% in Q3 2017 because it cut back on advertising spending to save money. Marketing as a percentage of net revenue decreased to 16.3% in Q3 2017, compared to 24.2% a year earlier.
That said, average revenue per customer increased 8% year-over-year from $227 to $245.