The document outlines a media plan and creative execution for Blue Apron, a meal kit delivery service established in 2012, emphasizing convenience and fresh ingredients. It highlights the competitive meal kit market, consumer preferences for healthy and sustainably sourced foods, and how Blue Apron compares to competitors like Hello Fresh and Sun Basket across various attributes. The proposed creative concept is the 'Rethink Farm to Table' campaign, which aims to convey speedy delivery and ease of access to fresh ingredients directly to consumers' homes.

1. Creative Carrot Presents
BLUE APRON: CREATIVE EXECUTION AND MEDIA PLAN

2. About Blue Apron

3. About Blue Apron
- Meal kit delivery service founded in 2012 in
New York City
- One of the first of its kind
1. Select menu for either 2 people or a family
plan
2. Select dietary preferences and choose 3 meals
from the selection each week
3. Ingredients are carefully packaged in an
insulated box and delivered to your front door

4. One Simple Thing:
Blue Apron is easy

5. Meal Kit Industry

6. - $2.2 billion global business
- 5% of U.S. households have tried meal kits
- Competitive market place - lots of movers
Trends:
- Desire for healthy living
- Sustainably sourced foods
- Environmentally friendly business model
- Non-GMO, organic foods
- Compostable packaging
Industry

7. Consumers

8. They want:
- Convenience
- Speed
- Fresh Ingredients
Consumer
Perception of Blue Apron:
- Too expensive
- Healthy, gourmet options
- Fun, social activity to do with
others
- Something to try, but not
continue to use
Who: College
Students & Young
Professionals

9. Competitors

10. Hello Fresh
- Classic, Veggie or Family Plan
- Roughly $9.99/ serving
- Can choose serving for 2 or 4
people
- Offering 3-4 recipes per week
Pick a plan that fits your lifestyle
Select from weekly recipes
Ingredients delivered at your door

11. Sun Basket
- Offers multiple special meal
plans (Paleo, Gluten Free, Vegan)
- 3 recipes per week for 2 or 4
people
- $11.99/ serving
- 100% Compostable packaging
- Prides themselves on certified
100% organic, antibiotic, and
hormone-free produce

12. Interviews + Multi-Attribute Model
Client Competitor 1 Competitor 2
Attributes Importance
BLUE APRON HELLO FRESH SUN BASKET
Rating Score Rating Score Rating Score
Convenience 9 7.9 70.5 8.2 73.5 8.5 76.5
Freshness 8 7.5 60 7.6 60.7 7.4 59
Healthy 8.9 7.7 68.4 7.5 67.2 8.5 76.2
Price 7.7 7.4 56.8 7.3 56.5 9.1 70
Easy to
Prepare 8.3 7 57.7 8.4 69.8 6.4 53.2
Sustainabilit
y 5.8 7.8 45.1 7.7 44.4 8.9 51.6
Menu
Variety 6.5 7.9 51.8 8.1 53.2 8.5 55.6
410.4 425.3 442.2
*Ratings out of 10: 1- low 10 - high

13. Creative Execution
& Media Plan

14. “Rethink farm to table”
Idea: Farmer delivers Blue Apron box to consumer directly to his house
Conveys EASE: Consumer does not have to leave his house to get fresh
ingredients for cooking
Underlying message: Speedy delivery and fresh ingredients
Creative Idea

15. TV 1st Frame
Creative Idea TV :30

16. TV 2nd Frame
Creative Idea TV :30

17. TV 3rd Frame
Creative Idea TV :30

18. TV 4th Frame
Creative Idea TV :30

19. TV 5th Frame
Creative Idea TV :30

20. TV 6th Frame
Creative Idea TV :30

21. TV 7th Frame
Creative Idea TV :30
Rethink Farm to Table.

22. Instagram :06
Creative Idea
Facebook :15

23. Why Us?
Experience
Reliable
Metrics
Consumer
Research

24. Thank you! Questions?