Blue Apron

Blue Apron came to us with two messaging strategies that were a little half-baked (no pun intended). They needed creative partners to rework the scripts, and bring the spots to life so they could test the two messages against each other. Oh, and did we mention they needed the TV creative to be ready to air in under a month?

For our “Expect the Unexpected” TV spots, we leaned into a bit of surreal humor to sell the brand insight that Blue Apron isn’t just another mealkit. From unusual ingredients to a shockingly small carbon footprint, it’s full of unexpected turns. Then, we created our “Heroes” spot, to showcase the insight that Blue Apron provides value far beyond the dinner table and to leverage the brand asset of the blue apron itself.