Project for Integrated Brand Communication at the University of Georgia. This powerpoint and video is part of an assignment to design a campaign to help Blue Apron better reach their target market.
2. WHAT IS BLUE APRON?
• Blue Apron is a Meal Kit Company that provides farm-fresh ingredients sent to your
home
• Blue Apron has the biggest portion of the Meal Kit market, but it is not gaining any
additional traction
• Target Market: Millennials (especially Urban Millennials)
• Problems:
• Numerous competitors (such as Amazon) are entering the market and Blue Apron
needs to innovate to defend their position
• Customers use the trial discount period and then cancel the service when it’s time
to pay full price
3. POSITIONING
Convenience
• Avoid long lines at the
grocery store
• Avoid searching for
recipes and trying to find
specific ingredients at the
grocery store
• Have it delivered right to
your door
Quality
• Food comes from local
organic farms
• Taste is not sacrificed for
price
• Variety of options to
choose from
Fun
• Time spent with family
and friends cooking
together and bonding
• Hands on experience
4. THE TARGET MARKET: MILLENNIALS
Customer Profile
Urban Millennials who are pressed for time.
This customer is happy to spend more money
for the sake of convenience. Grocery stores
may not be convenient since they live in big
cities. They are typically employed full time.
They may not be the best at cooking and
either want to get better or just want it to be
simplified.
Millennial Facts
• Millennials connect with brands on social
media more than any other group
• They are 47% more likely to believe it
provides valuable info
• 29% have tried a meal kit delivery service as
opposed to 12% of people over 45 years old
• They value relationship building
• They don’t like grocery stores
• Buy food from convenience stores more
than any other group
• Value fast lines and self checkout
5.
6. OUR MESSAGE STRATEGY
• Explaining the experience of a Blue Apron
Consumer:
• Using the Blue Apron app to order the
meal
• Putting down your phone to
communicate with friends and family
while preparing and eating the Blue
Apron meal
• Disconnect to Connect: appealing to the
emotions of millennials as well as other
groups adopting the idea of connecting
through real interactions
• “Millennials are 15% more likely than the
average population to believe that social
media is addicting”
• Create a bond with the brand
7. THE APPEALS
Using the Emotional Appeal
• The need for belonging
• Millennials value relationship building
• Millennials have the largest population
percentage of individuals who enjoy
cooking for fun
Using the Rational Appeal
• Easy, clickless, at the tip of your fingers
• The need for convenience: millennials do
not like spending time at the grocery store
• The need for healthier meals
8. HIERARCHY OF EFFECTS MODEL:
AWARENESS
• Through our campaign design we seek to raise awareness regarding meal
kit delivery services (Blue Apron) with urban, tech savvy millennials ages
18-24 who are constantly on the go
• Additionally, we believe our design has the potential to reach a
significant portion of adult consumers outside of our target market
• By 2019, we hope to raise the number of millennials interested in trying a
meal kit plan from 34% to 50%
9. THE MEANS-END CHAIN
ATTRIBUTES BENEFITS PERSONAL VALUES
Fresh
Delivery
Variety
Step-by-Step
Instructions
Healthy
Convenience
Unique Options
D.I.Y.
Self-Respect
Comfortable Life,
Freedom
Fun, Exciting Life
Personal
Accomplishment
