Creative, Informed by Extensive Segmentation Research, Designed to Increase Awareness, Enhance Differentiation, and Drive Additional Customer Engagement

Blue Apron (NYSE: APRN) today launched a new national campaign aimed at building the company’s brand and raising broader awareness for the meal kit category. 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.

The creative 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.

“Our new in-depth customer segmentation research informed every step of our creative strategy,” said Dani Simpson, Blue Apron’s 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 creative spots balance a tailored message to the new customer segments, along with unifying themes that touch on the common attributes seen across all groups. The spots, which can be viewed at cook.ba/BlueApronSpots, 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, 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

This series marks the kickoff of the company’s planned 2022 marketing strategy that focuses on creating a holistic and fully connected experience for customers, from the first marketing touchpoint through sign up and recipe selection.

“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.

About Blue Apron

Blue Apron’s vision is Better Living Through Better Food™. Launched in 2012, Blue Apron offers fresh, chef-designed recipes that empower home cooks to embrace their culinary curiosity, challenge their abilities in the kitchen and see what a difference cooking quality food can make in their lives. Blue Apron is a carbon-neutral meal-kit company and is focused on bringing incredible recipes to its customers, while promoting planetary and dietary wellness for everyone.

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