In a sweet series of ads for Blue Apron, Droga5 shows people “What Cooking Can Do” every day of the week, whether it be allowing new parents to find some alone time (however briefly) or helping an old dog learn new tricks (i.e., a 76-year-old man picking up an apron for what may be the first time in his life).
The campaign features five unique stories—one each for Monday, Tuesday, Wednesday, Thursday and Friday, when Blue Apron meal kits are delivered to customers. The ads have been airing on their respective days this week, both offline and online. Each depicts a different yet relatable story, and shows why people choose to cook with Blue Apron.
“The Blue Apron brand represents so much more than ingredients in a box,” CMO Jared Cluff said in a statement. “Our product is an experience, and our brand signifies a love of home cooking, excitement and discovery, and deep, meaningful human connections. Over the past five years, we’ve received thousands of stories from customers who have shared with us the emotional and transformative experience they have had with our meals.”
So what are those stories?
It’s Monday night. It’s raining. We see an exhausted man, clearly not looking forward to the rest of the 9-to-5 week ahead (we can all relate, right?). But in a selfless gesture, he rolls up his sleeves and surprises his significant other—who will be home from work soon, just as tired as him—with a home-cooked meal. Judging by his partner’s reaction, he made the right move.
It’s Tuesday evening. We meet a teenager. Life is hard. But he knows life is harder for Mom. He decides to show her what a good job she’s done raising him, and Blue Apron is there to help (along with his little sister). Grab the tissues, as Mom is obviously touched.
It’s Wednesday night—over the hump. We’re introduced to a couple of new parents. They’re scatterbrained, as new parents usually are. They finally get Junior settled down to sleep. Alone time at last. Time to cook (quietly!). They get through the meal without waking the baby. Hurrah! And then there’s a bit of a slip-up and the baby is awakened. Well, at least Blue Apron got them dinner on the table.
Thursday evening is here—the weekend is in view. We’re introduced to a 76-year-old man. He’s cooking. By the shocked look on his son’s face when he comes home to find the scene, we can deduce this is not a regular occurrence. “Mom would be proud,” the young man tells his father, in what seems to be a moment when the spot is about to take a drastically tear-jerking turn. The father’s lighthearted answer stops it short of becoming too emotional.
And now, it’s the moment we’ve all been waiting for—Friday. Droga5 ends the week on a light note, with a young woman cooking a batch of linguini over drinks for a group of girlfriends.
While the campaign focuses somewhat on the recipes Blue Apron offers, the spots are more of a tribute to the freedom one has when using the meals service.
“With this new campaign, we wanted to celebrate that a Blue Apron meal experience is not just about what you are able to cook, it’s who you become when you do,” noted Juliana Cobb, Droga5 group creative director.
Client: Blue Apron
Campaign: “What Cooking Can Do”
Chief Marketing Officer: Jared Cluff
Vice President, Marketing: Rani Yadav
Director, Content: Yaran Noti
Director, Design: Stephan Hoefnagels
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Neil Heymann
Group Creative Director: Juliana Cobb
Associate Creative Director: Ben Grube, Brian Eden
Copywriter: Abe Chuang
Jr. Copywriter: Karly Brooks
Jr. Art Director: Candice Drakeford
Sr. Designer: Jaymes Barone
Chief Creation Officer: Sally-Ann Dale
Co-Directors of Film Production: Jesse Brihn, Bryan Litman
Assoc. Director of Film Production: Ruben Mercadal
Sr. Producer: Alen Grebovic
Associate Producer: Carlos Valdivia
Music Supervisor: Mike Ladman
Director of Business Affairs: Jocelyn Howard
Business Affairs Manager: Abigail Press
Co-Directors of Interactive/Experiential: Justin Durazzo, Tasha Cronin
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Jonathan Gadd
Brand Strategy Director: Sam Matthews
Head of Communications Strategy: Colleen Leddy
Co-Head of Strategy: Harry Roman-Torres
Communications Strategy Director: Justin Schneider
Senior Communications Strategist: Samantha Sutantio
Chief Intelligence Officer: Amy Avery
Data Strategy Director: Lily Ng
Junior Data Strategist: Amanda Kwong
Group Account Director: Ed Rogers, Sascha Uzzell
Account Director: Ali Cornford
Account Manager: Tara Fatemi
Associate Account Manager: Jeff Winsper
Production Company: Knucklehead
Director: Paola Morabito
DOP: Sharone Meir
Executive Producer/Line Producer: Tim Katz
Production Manager: Catriona Irving
Editorial: WAX Editorial
Editor: Stephen Jess & Jason Sager
Assistant Editor: Drew Balke
Executive Producer: Toni Lipari
Producer: Annabelle Cuthbert
Post Production: MPC
Executive Producer: Jesse Kurnit
Producer: Catherine Fischer
Creative Director: Alvin Cruz
Executive Producer of Color: Ellora Chowdhury
Producer of Color: Olivia Jessop
Telecine: Jean Clement Soret
Sound: Heard City
Mixer: Mike Vitacco