Blue Apron Campaign by: Create 3 Agency MEET THE TEAM MEET THE - - PowerPoint PPT Presentation
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
Campaign by: Create 3 Agency
B L U E A P R O N . C O M
MEET THE TEAM MEET THE TEAM
Allison Sousan Delaney Jobe Jonah Baalman
Biggest Cooking Fail: Biggest Cooking Fail: Biggest Cooking Fail:
Slicing my finger by using the wrong side of the knife and bleeding into the food Forgetting to put the water in my Easy Mac and making my work smell crispy for a week I used to burn almost every bag of popcorn I tried to make
Art Director Copywriter Account Exec/PR
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HOW DO YOU GET THIS?
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AND MAKE IT TASTE LIKE HERS
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WITHOUT GOING THROUGH THIS
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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.
INDUSTRY TRENDS
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American households currently buy some groceries online.
spending is expected to come from online shoppers by 2025.
home, with 70% of shoppers preparing meals 3 or more times per week.
households will engage in
next 10 years.
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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
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.
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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.
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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.
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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.".
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PRINT AD CAMPAIGN
PRINT AD CAMPAIGN
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
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The brand ambassador partnership would last 6 months with an opportunity to be a full year campain
THE PITCH
It is up to you to use your
convey the message. You would be tasked with creating and sharing original content for Blue Apron surrounding a "Just Like Mom Used to Make" theme Four corresponding social shares are required across Facebook, Twitter, or Instagram
Blog Sponsorships
Instagram Partners
Reviews & How-Tos
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CONNECTIONS
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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
BUT WHY A CONTEST?
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F a c e b
a n d T w i t t e r a r e t h e l e a d i n g p l a t f
m s f
s
i a l m e d i a c
t e s t s Competitions influence purchasing decisions for 3 in 4 participants 1 in 3 consumers would mention a brand when sharing a personal milestone
media
We love to see our chefs in action
COMMERCIAL SPOT