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Agency: Droga5
Client: Blue Apron
Date: Jan 2017
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While meal kit delivery services like Blue Apron have become all the rage in recent years, they’ve often been criticized for the massive amount of waste that they produce (like the individually-wrapped “Farm Egg” that TechCrunch recently took issue with).

That’s why Blue Apron’s latest campaign aims to position the service as one that is actually “better for the environment” despite its superfluous packaging. In a playful animated spot created by Droga5 called “Building a better food system from scratch,” Blue Apron touts the fact that the company’s ingredients are delivered straight to your doorstep “ripe and ready to cook” instead of to supermarkets where they could potentially rot or go to waste.

“We’re excited to share Blue Apron’s vision of building a better food system with the world through our new creative campaign,” said Matt Salzberg, co-founder & CEO of Blue Apron, in a statement. “Over the past few years, Blue Apron has made incredible home cooking accessible to home chefs across the country so we wanted to communicate how our unique business model allows us to deliver higher quality ingredients at a better value, while positively impacting the environment.”

While there is no mention of Blue Apron’s packaging in the campaign, the company has made strides to package its foods in a more eco-friendly manner since it was launched in 2012. Last year, Salzberg told the New York Times that Blue Apron has managed to “cut out packaging by 50 percent just through better packaging design.” The meal kit delivery service also gives users the option to return their packaging to Blue Apron for free if they don’t want to deal with recycling the box and its contents themselves.

Credits

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Executive Creative Director: Neil Heymann

Associate Creative Director: Brian Eden

Associate Creative Director: Ben Grube

Creative Writer: Ryan Paulson

Art Director: Adrian Chan

Copywriter: Evan Barkoff

Art Director: David Spradlin

Executive Design Director: Rob Trostle

Design Director: Michael Kleinman

Senior Designer: Toga Cox

Director of Experience Design: Daniel Perlin

Senior UX Designer: Annie Ha

Chief Creation Officer: Sally-Ann Dale

Co-Heads of Broadcast Production: Jesse Brihn, Bryan Litman

Senior Broadcast Producer: Mike Hasinoff

Music Supervisors: Mike Ladman, Ryan Barkan

Director of Integrated Production Business Affairs: Dianne Richter

Senior Production Business Manager: Librado Sanchez

Head of Interactive Production: Niklas Lindstrom

Executive Producer, Interactive: Jenn Mann

Interactive Producer: Nicole Bazzinotti

Head of Art Production: Cliff Lewis

Art Producer: Nichole Katsikas

Print Producer: Ariel Wakasa-Gonzalez

Global Chief Strategy Officer: Jonny Bauer

Co-Head of Strategy: Harry Roman

Group Strategy Director: Jonathan Gadd

Senior Strategist: Emily Mulvey

Group Communications Strategy Director: Brian Nguyen

Communications Strategist: Samantha Sutantio

Data Strategy Director: Lily Ng

Data Strategist: Christina Fieni

Group Account Director: Kelsey Robertson

Account Director: Kate Behne

Account Supervisor: Leticia Freytes

Account Manager: Tara Fatemi

Associate Account Manager: Michael Barrera

Project Manager: Bianca Jose

Production Company: Ruffian

Director: Major Briggs & Matt Russell

DOP: Theo Garland

Founder: Robert Herman

Executive Producer: David Richards

Head of Production: Sheila Eisenstein

Producer: Matt Marsh

Designer: Daniel Frost

Food Stylist: Fergal Connolly

Production Manager: Zoe A’Court

Editor: Elena De Palma

Post Production: Analog

Grade: The Mill

Colorist: Fergus McCall

Color Producer: Natalie Westerfield

Original Music: Walker

Sound Design: Factory

Sound Designer: Neil Jonnson

Audio Producer: Becs Bell

Mix: Heard City

Managing Director: Gloria Pitagorsky

Executive Producer: Sasha Awn

Producer: Andrea Lewis

Audio Mixer: Mike Vitacco

Illustrator: Daniel Frost @ Blink Art