Consumers know the importance of cooking, but getting dinner on the table can feel like a chore. To stand apart in a crowded category, Swift worked with Blue Apron to truly acknowledge home chefs - whether they’re cooking once a month, once a week or every night. Our Data Science and Strategy teams explored different facets of Blue Apron customers and their relationship to cooking, working to better understand what motivates them in the kitchen and beyond.
The result? A 360 approach with a playful, self-aware tone. With a goal of increasing awareness, we created a :30 broadcast spot, preroll and three :15 cutdowns, each with a distinct targeted message. We also introduced a new partnership with WW through four additional videos. To help transform Blue Apron’s best consumers into brand champions, we served up shareable assets like GIPHY stickers, digital posters and a call-to-action project on Instagram.
Together, Blue Apron and Swift will continue to use data insights and creative thinking to unlock new approaches to connecting with home chefs of every stripe.