Blue Apron: Building a better food system from scratch by Droga5
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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
