• by Fern Siegel , April 13, 2022

Blue Apron, revamping its marketing strategy, launched a national campaign to highlight the company’s meal kits. The spots highlight the benefits of cooking with Blue Apron — and are designed to reach the 54% of consumers the company says have not tried its product.

The ads also push Blue Apron’s quality ingredients, as well as making recipe planning easy and fun. The campaign promotes a more seamless and personalized experience.

Creative was produced by Quirk, which has extensive experience working for D2C brands.

“Our new in-depth customer segmentation research informed every step of our creative strategy,” said Dani Simpson, Blue Apron’s Chief Marketing Officer. “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.”

“Being a Hero," running on TVC and YouTube, posits how Blue Apron can bring out the hero in each person — in and out of the kitchen.

The “Expect the Unexpected” ad, streaming on paid social channels, YouTube and The Trade Desk, centers on the brand’s efforts to make each recipe special, as well as new prep and clean-up tricks.

The spots runs through May 22, but will continue to stream online.

“This is the first of many planned initiatives for this year, as we look to increase customer awareness, and order volume, size and frequency,” adds Simpson.

Additional efforts from the 10-year-old company include revamping the sign-up experience and offering a tailored menu option and preference selection.

In February, Blue Apron reported net revenue increased 2% year-over-year from $460.6 million in 2020 to $470.4 million in 2021, primarily due to improvements in key customer metrics, such as average order value and average revenue per customer.