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Blue Apron Debuts National Brand Campaign; Dani Simpson Comments

Blue Apron Debuts National Brand Campaign; Dani Simpson Comments

Tuesday, April 12th, 2022

Raising brand awareness is critical as our market continues to host an increasing number of emerging brands. With consumers continuing to look for easy solutions in the kitchen, Blue Apron is bringing convenience and flavor to the table. Recently, the delivery platform launched a new national campaign aimed at building the company’s brand and raising broader awareness for the meal kit category.

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

According to the release, the creative campaign 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.

Blue Apron’s new ad spots 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 that 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

“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.

To learn more about this strategy, click here.

Deli Market News will continue to keep an eye on the wire, so check back for the latest.

Blue Apron