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.