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Blue Apron and Droga5 Share Their Vision Of A Better Food System

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The new spot blends the worlds of live action and food photography

Blue Apron and Droga5 Share Their Vision Of A Better Food System

Blue Apron, the leading recipe and fresh ingredient delivery service, has launched a new campaign in partnership with Droga5, its creative agency since May 2016. “Better food, from scratch” is a national campaign centred around Blue Apron’s vision to develop a better food system from the ground up, something the company has been working on for years behind the scenes. 

“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. “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.”

To bring this vision for a better food system to life in a creative campaign, Blue Apron enlisted Droga5 because of their expertise in storytelling. Droga5’s track record of success not only includes award-winning creative work, but also campaigns that spark a deeper conversation.  For the campaign, Droga5’s blended the worlds of live action and food photography with whimsical animation to share Blue Apron’s story as a leader driving change to our current food system. 

“At Droga5 we love the opportunity to partner with bold brands built on making a positive impact on culture and industries,” said Neil Heymann, Executive Creative Director, Droga5. “Blue Apron is an innovative company taking radical steps to improve the food system, yet most people don’t know about the work they’ve been doing behind the scenes for the past few years in this space. We’re thrilled to help them to create communications that shares their vision and story with the community at large.”

The campaign was designed to be truly comprehensive so Blue Apron can share their vision with their customers across all touchpoints.  In addition to films distributed across TV, online and cinema channels, the campaign with include other digital advertising, social media, content, and packaging.

About Blue Apron Blue Apron makes incredible home cooking accessible by delivering original recipes and fresh ingredients to customers nationwide. Launched in 2012, Blue Apron is the leading fresh ingredient and recipe delivery service in the United States and delivers over eight million meals a month to its loyal following of home chefs. By reinventing the grocery supply chain from the farm to the dinner table, Blue Apron is building a better food system and sending customers the best quality ingredients at a better price value than the grocery store. Chefs around the world wear blue aprons when learning to cook, and the blue apron has become a symbol of lifelong learning in cooking. Blue Apron encourages this lifelong learning by introducing members to new ingredients, flavors and cooking techniques with every recipe it creates. For more information, visit:

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Advertiser: Blue Apron

Post Production / VFX

Colourist: Fergus McCall

Grade: The Mill

Post Production Company: Analog

Colour Producer: Natalie Westerfield

Creative Agency

Account Supervisor: Leticia Freytes

Art Director: Adrian Chan

Broadcast Assistant: Jesse Brihn, Bryan Litman

Chief Creation Officer: Sally-Ann Dale

Chief Creative Officer: Ted Royer

Copywriter: Evan Barkoff

Creative Agency: Droga5 NY

Creative Chairman: David Droga

Director of Integrated Production Business Affairs: Dianne Richter

Executive Creative Director: Neil Heymann

Global Chief Strategy Officer: Jonny Bauer

Group Strategy Director: Jonathan Gadd

Head Strategist: Harry Roman

Interactive Producer: Nicole Bazzinotti

Senior Designer: Toga Cox

Senior Strategist: Emily Mulvey

Senior UX Designer: Annie Ha

Design director: Michael Kleinman

Associate Creative Director: Brian Eden, Ben Grube

Creatives: Ryan Paulson

Production Company

Director: Major Briggs & Matt Russell

DOP: Theo Garland

Executive Producer: David Richards

Founder: Robert Herman

Head of Production: Sheila Eisenstein

Producer: Matt Marsh

Production Company: Ruffian


Audio Post Production: Factory

Producer: Becs Bell

Sound Design: Neil Johnson

Sound Mix: Heard City


Editor: Elena De Palma

Genres: People

Categories: Food, Convenience

Droga5 New York, Tue, 17 Jan 2017 16:09:26 GMT