Blue Apron

Brand Challenge

Blue Apron started in 2012 as America’s first meal kit delivery service, but had fallen behind new category entrants in terms of innovation and personalization. With new ownership under Wonder Group, they had a chance to reinvent themselves.

Marketing Objective

Relaunch the brand to drive consideration among both new and old users.

Creative Solution

By dramatizing the absurdity of subscription services in every aspect of life, we not only highlighted the benefits of Blue Apron’s evolution but forced consumers to see how the competition might be holding them back.

The satire struck a balance between sharp and relatable, leading to a clear rallying cry: Keep the Flavor. Ditch the Subscription.