A Better Food System from Scratch

Blue Apron launched their latest 60 second spot this week illustrating their role in reimagining the food industry. They claim to deliver healthier better tasting ingredients to your door by avoiding the factory farm system all together. Blue Apron also works directly with the farmers they buy from. Overall the piece is compelling and presents Blue Apron as the perfect alternative to grocery shopping, a balance of higher quality and convenience.

Strengths: The ad does an excellent job of breaking down Blue Apron's role in the food industry and showing the product that they provide. The ad is also very visually appealing, they allow everything to look fresh and appetizing without going full Carl's Jr and blowing up a burger. Also the overhead perspective seems natural, maybe they borrowed it form Tasty, but regardless it works well with the graphics.

Weaknesses: Any critic as most foodies are, will be quick to question the legitimacy of these claims without third party approval. The claim that their food is directly sourced from farmers and that it is all "healthier" leaves one asking if it's organic or non-GMO which seem relevant to be their target market. Upon looking into Blue Apron a bit, I feel that their claims are reasonably substantiated through their website, but they may have been able to do a better job bringing this through in the ad.

Target: upwardly mobile middle class that values everyday luxuries; young families, foodies, people passionate about their food, optimistic people

Insights:

1. Food is better from Scratch

2. Scratch doesn't have to mean difficult; we can reimagine the food system

Purpose: Impacting Society — provide better tasting, healthier food

Positioning: Food industry disrupter

Personality: Optimistic, Innovative, Caring