How Blue Apron Advertises on Meta

# Ad summary This ad for a meal delivery service features a carousel of different meal options and promotes a 50% off offer to encourage viewers to try the service for date night. # Brand positioning This meal delivery service is positioned as a convenient solution for creating delicious date night experiences at home. The brand emphasizes variety and quality, showcasing a range of globally-inspired dishes. By offering pre-made meals, the brand aims to simplify the cooking process, allowing couples to spend more quality time together. The brand seems to ignore the norm of cooking together as a couple, and instead focuses on the convenience of having a delicious meal without the hassle of cooking. # Product The ad features a variety of pre-made meals designed for a date night at home. The meals include Cilantro Paneer & Chickpea Curry, Peanut Udon Stir-Fry, Roasted Red Pepper Pasta, and Pesto Gnocchi Bake. Each meal is presented in a ready-to-heat container or plated for serving. The meals are designed to be convenient and delicious, offering a range of flavors and cuisines. The ad addresses the purchase barrier of time and effort by providing fully prepared meals that require minimal preparation. # Visual style The ad features a clean and appetizing visual style with a grid layout showcasing different meal options. The production quality is high, with well-lit and styled food photography. The image treatment includes color grading to enhance the vibrancy of the dishes. The typography is simple and legible, with a focus on clear communication of the offer. The overall style is designed to be scannable and appealing in a social media feed. # Hooks Headline: Make date night more delicious # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a grid of four different meal options, each labeled with its name. This is intended to showcase the variety of meals available from the brand, told from the brand's perspective. - The ad then highlights the phrase "Make date night more delicious", which is intended to position the meals as a way to enhance the date night experience, told from the brand's perspective. - The ad concludes with the offer "GET 50% OFF*", which is intended to incentivize viewers to try the service, told from the brand's perspective.

# Ad summary This ad promotes Blue Apron's family-style meals as a convenient solution for busy parents to gather their family around the dinner table. The ad features a stay-at-home mom preparing a meal for her family and highlighting the ease and speed of using Blue Apron's meal kits. # Brand positioning Blue Apron is presented as a meal kit service that makes it easy to prepare delicious, home-cooked meals quickly and without the hassle of menu planning or grocery shopping. The brand positions itself as a solution for busy families who want to gather for dinner but lack the time and energy for extensive meal preparation. It is portrayed as a convenient, user-friendly option that enables users to enjoy quality meals and precious time together, contrasting with the norms of time-consuming meal planning and preparation. The brand focuses on functional benefits like speed and convenience while also aligning with the emotional value of family connection and shared meal experiences. # Product Blue Apron's family-style menu is designed for families of four or more, allowing them to mix and match their choice of mains and sides that can be prepared in under an hour. The meal kits come with pre-portioned ingredients and easy-to-follow recipes, eliminating the need for menu planning or grocery shopping. The service caters to busy individuals and families who want to enjoy home-cooked meals without the time commitment of traditional cooking. Blue Apron addresses the common barriers of time constraints and meal planning fatigue, providing a convenient solution for preparing a variety of delicious dishes. The product is worth trying because it saves time and simplifies meal preparation while still offering a diverse and enjoyable dining experience. # Visual style The ad has a bright, clean, and modern aesthetic. It combines highly stylized food photography with casual, home-cooking scenes to create a relatable, UGC feel. Editing is paced and uses quick cuts to show different steps in food preparation. The production quality is a hybrid of polished commercial and UGC elements. The pacing is upbeat, with cuts timed to create a sense of momentum. There are no recurring visual motifs. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Use my code to save on meals that feed everyone at the table. # Point of view - [object Object] # Storyline - 00:00–00:07 00:00–00:07 The ad opens with a close-up of a beautifully set table featuring a meal for four, accompanied by the question, "Would you believe me if I told you that I made dinner for four without having to plan the menu or go to the grocery store and that I had it done in under an hour?" This creates a sense of intrigue and challenges the viewer's assumptions about the time and effort required to prepare a family meal. - 00:07–00:09 00:07–00:09 The narrator reveals that Blue Apron made this possible, immediately presenting the brand as the solution to the previously posed challenge. The visual showcases recipe cards, emphasizing the simplicity and convenience of the service. - 00:10–00:14 00:10–00:14 The narrator transitions into a personal anecdote about choosing a word for the year, stating that this year's word is "gather." This establishes a personal connection with the audience and introduces a lifestyle element beyond just cooking. - 00:14–00:21 00:14–00:21 She elaborates that she is trying to implement the idea of gathering in her life and more specifically, "gathering people in our home for dinner outside of special occasions." The audience now understands the motivation behind using Blue Apron, which is to foster connection and create memories with loved ones. - 00:21–00:26 00:21–00:26 The narrator, identifying as a stay-at-home mom to a busy one-year-old, explains that "planning and prepping food for a group is not something I always have a ton of extra time for." This moment acknowledges the target audience's pain point—the time constraints faced by busy parents when trying to prepare meals for their families. - 00:27–00:32 00:27–00:32 As a "huge fan of Blue Apron," the narrator expresses her excitement about the launch of their new family-style menu, providing a testimonial for the brand and highlighting a specific product feature. - 00:32–00:39 00:32–00:39 The narrator explains that the family style menu, "is designed for families of four or more where you mix and match your choice of mains and sides that are all ready in under an hour." The ad reiterates the service's key benefits and convenience, and the visuals show preparation of different entrees. - 00:39–00:41 00:39–00:41 The ad concludes by prompting viewers to use a code to "save on meals that feed everyone at the table." This serves as a direct call to action, encouraging viewers to try Blue Apron and experience the benefits for themselves.

# Ad summary This ad is for a new vegetarian menu. It features four different vegetarian dishes. # Brand positioning The brand is presented as a provider of diverse, globally-inspired flavors that do not require meat. It emphasizes the accessibility and deliciousness of vegetarian cuisine, suggesting that consumers don't have to compromise on taste or variety when choosing meat-free options. The ad aims to position the brand as innovative and inclusive, appealing to both vegetarians and those interested in exploring vegetarian dishes without sacrificing the enjoyment of flavor. # Product The ad features a new vegetarian menu with various plant-based dishes. Each dish is crafted to deliver a world of flavor without the need for meat. The options include stir-fried tofu with rice, a curry-like dish with rice, open faced sandwiches, and a salad. # Visual style The ad utilizes a clean and appetizing aesthetic to showcase its vegetarian menu. The product shots are well-lit and colorful, emphasizing the freshness and appeal of the dishes. The layout is simple and grid-based, with a focus on highlighting the variety and flavors available. Overall, the visual style is designed to be inviting and informative, encouraging viewers to explore the brand's vegetarian options. # Hooks Headline: A WORLD OF FLAVOR. NO MEAT REQUIRED. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by announcing a world of flavor that doesn't require meat. The brand is making this claim to immediately grab the attention of viewers and to pique their interest in exploring vegetarian options that don't sacrifice taste. This message is conveyed from the brand's perspective, aiming to establish its expertise and commitment to delicious vegetarian cuisine. - The ad highlights its new vegetarian menu. The brand is building on the initial message of great flavor by showcasing a specific offering that viewers can try. This part of the story aims to make the promise of flavor more tangible and actionable for the viewer. The message comes from the brand itself, which is inviting viewers to discover and enjoy its latest culinary creations. - The ad features a photo of four distinct vegetarian dishes. The brand is showing the viewer exactly what the product is and how flavorful these menu items are by use of a high quality photo.

# Ad summary This ad for a meal delivery service targets past customers, highlighting the convenience of easy dinners and offering a 30% discount to entice them to return. # Brand positioning This meal delivery service caters to busy individuals and families seeking convenient and healthy meal options. The brand emphasizes ease and variety, with over 100 meal options available each week. It positions itself as a solution for those who want to enjoy delicious, home-style dinners without the hassle of meal planning, grocery shopping, and extensive cooking. # Product The advertised product is a meal delivery service featuring ready-to-eat dinners. The meals are pre-made and delivered directly to the customer, offering a convenient solution for those seeking easy meal options. One example is a Kung Pao Chicken meal shown inside a phone screen, featuring chicken, rice, peanuts, and broccoli. The product is designed for individuals or families looking to simplify their meal preparation without sacrificing variety or taste. The ad promotes convenience and savings, addressing the purchase barrier of time constraints and enticing customers to return with a discount. # Visual style The ad has a clean and modern visual style. The image is well-lit and features bright, appetizing colors. The composition is simple and focuses on the phone screen displaying the meal. The design is intended to be eye-catching and easily scannable. # Hooks Headline: Ready for Easy Dinners Again? # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by posing a question: "Ready for Easy Dinners Again?" This is from the brand's perspective, reminding customers of the convenience they previously enjoyed and enticing them to return. - The ad then showcases a phone screen displaying a Kung Pao Chicken meal. The brand is demonstrating the variety and appeal of the available meal options. - The ad ends with a call to action: "COME BACK FOR 30% OFF". The brand is incentivizing former customers to return by offering a discount on their next purchase.

# Ad summary This ad offers 75% off with a subscription. The ad promotes an upgrade. # Brand positioning This ad does not contain any information about the brand. It is unknown where the brand sits in the market, what values it holds, or what category norms it follows or ignores. The brand positioning is unknown. # Product The ad promotes a food subscription service, offering a discount to incentivize sign-ups. While the specific type of food is not mentioned, the image showcases a plate of rice, vegetables, and egg, suggesting the service provides complete meals or meal kits. The ad directly addresses a purchase barrier by offering a significant discount. # Visual style The ad uses a clean, appetizing food photography style. The composition is well-lit and features fresh ingredients to convey quality. The color palette is natural, with pops of blue to draw attention to the offer. The design aims for a balance between visual appeal and clear communication of the discount. # Hooks Headline: 75% Off # Benefits - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The blue badge at the top right states, "YOUR UPGRADE AWAITS," aiming to pique interest and suggest an improved experience. This is told from the brand's perspective, enticing potential customers to explore the offering further. - The large text in the center states, "75% Off Subscribe & Save Today!", which highlights the discount available upon subscribing. This information is from the brand's perspective, promoting the subscription service and its cost-saving benefits. - The text at the bottom in blue states, "USE CODE: AUTO75 5% Additional Savings Across Every Order", which provides a code for an additional discount, further incentivizing subscription. This is the brand offering an extra incentive for customer to subscribe.

# Ad summary An image ad that is promoting a food service that does not require subscriptions and is offering 30% off. # Brand positioning The featured brand is promoting a food service that allows users to buy their products without a subscription commitment. This caters to customers who value flexibility and dislike being tied to recurring services. The brand emphasizes convenience and affordability, offering a way to enjoy quality meals without the obligations of traditional subscription models. This positioning appeals to those seeking control over their purchases and a commitment-free approach to enjoying their meals. # Product The product is a prepared meal featuring rice, a creamy sauce, vegetables and peanuts. It is showcased in a blue bowl, ready to eat. The advertisement highlights that this meal, and others from the company, are available without needing a subscription. The main selling point is the flexibility to purchase meals as desired without ongoing commitments. In addition, the advertisement offers 30% off the product, addressing a price barrier and encouraging immediate purchase. # Visual style The ad has a clean and appetizing visual style. The image of the meal is well-lit and in focus, emphasizing the freshness and quality of the ingredients. The color palette is soft and inviting, with the blue bowl and the off-white background creating a calm and appealing aesthetic. The overall style is designed to make the food look desirable and the offer look attractive without being overly aggressive. # Hooks Headline: Subscriptions are so over. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a declaration that 'Subscriptions are so over,' immediately setting a tone that rejects traditional subscription models from the brand's perspective. This bold statement captures attention by addressing a common consumer frustration with recurring commitments, suggesting that the brand is offering a more flexible alternative. - The focus shifts to a close-up image of a prepared meal in a bowl. The brand's intention is to showcase the product’s visual appeal and appetizing qualities. This presentation aims to entice the viewer by highlighting the meal's ingredients and prepared state, which is an important selling point for the brand. - A burst graphic calls out '30% Off' while adding 'No subscription needed' on the edges of the burst. This promotion from the brand intends to give the customer an incentive to buy now while reinforcing that the brand's product does not require subscription, a key differentiator in the meal service market.

# Ad summary This ad features an image of a mobile phone screen displaying an app interface with a picture of French onion soup. The ad asks the viewer if they are "Ready for Easy Dinners Again?" and encourages them to "COME BACK FOR 30% OFF." # Brand positioning This ad promotes a meal delivery service that offers a convenient solution for busy individuals or families seeking to simplify their dinner routines. The brand is positioned as a provider of easy dinners, with the ad highlighting a return offer, suggesting that the service aims to win back previous customers by providing both convenience and value. By focusing on ease and offering a discount, the brand targets people who appreciate efficient meal solutions and are price-conscious. # Product This ad promotes a meal delivery service that specializes in providing easy dinners. The service seems to cater to previous customers, implied by the offer to "COME BACK FOR 30% OFF." This meal delivery service provides convenience and variety, highlighted with the phrase "100+ MEALS". The product is showcased through a mobile phone screen displaying French Onion Soup, suggesting that customers can easily select their meals through the app. The app interface, which shows a five-star rating, signals a focus on quality and customer satisfaction. The ad addresses a key barrier to purchase by offering a discount, making the service more appealing to those looking for value. # Visual style The ad employs a clean and straightforward visual style to highlight its meal delivery service. The use of a modern smartphone displaying the app interface positions the service as tech-savvy and user-friendly. The appetizing image of the French onion soup aims to evoke a sense of comfort and satisfaction, while the surrounding text in blue banners gives the ad a dynamic element. The neutral background keeps the focus on the product and offer, making the ad easily scannable. # Hooks Headline: Ready for Easy Dinners Again? # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a question: "Ready for Easy Dinners Again?" This is to catch the attention of previous customers who may have stopped using the service. The goal is to remind them of the convenience the service offers and to pique their interest with a personalized question. This part of the story is told from the brand's perspective, reaching out to its target audience. - The ad presents an image of French onion soup within a mobile app interface, complete with a five-star rating. This visual component is designed to showcase the variety and quality of meals available through the app. By displaying a high rating, the brand is trying to build credibility and desire. The story is told from the customer’s point of view, where they are reviewing available options. - The ad concludes with a direct offer: "COME BACK FOR 30% OFF." This is intended to incentivize the viewer to return to the service by providing a tangible discount. The goal is to remove any financial hesitation and encourage immediate action. This part of the story is told from the brand's perspective, making a direct appeal to win back their business.

# Ad summary This image ad for a meal delivery service features a casserole dish full of enchiladas, topped with cheese and sour cream. The ad includes the text, "Let's do dinner (again)" and promotes a 50% off discount with no subscription needed. # Brand positioning This brand is presented as a convenient solution for busy individuals or families who want to enjoy home-cooked meals without the hassle of meal planning and preparation. The brand positions itself as a provider of ready-to-eat meals that are easy to enjoy, as suggested by the phrase "Let's do dinner (again)". The brand aims to occupy a space in the consumer's mind as a reliable and accessible option for quick and satisfying meals. The brand promotes a lifestyle of ease and convenience, aligning with the values of simplicity and efficiency. The brand pushes against the norms of traditional meal preparation, offering a shortcut to home-cooked goodness. The brand positioning is both functional (providing a convenient meal solution) and emotional (offering a sense of comfort and satisfaction). # Product The product featured is a casserole dish of enchiladas. The enchiladas are rolled tortillas filled with a savory mixture, covered in melted cheese, and topped with dollops of sour cream. The dish is presented as a ready-to-eat meal, requiring no additional preparation. The product is for individuals or families seeking a convenient and satisfying dinner option. The ad highlights the ease of enjoying the meal, suggesting it can be a regular part of the consumer's routine. The ad addresses the purchase barrier of commitment by stating "NO SUBSCRIPTION NEEDED!" and promotes a limited-time offer of "50% OFF". The ad tells the viewer that this product is worth trying or buying because it offers a quick, delicious, and hassle-free dinner solution. # Visual style The ad has a clean and inviting visual aesthetic. The production quality appears to be studio-shot, with well-lit and appetizing food photography. The visual motif is a close-up shot of the product, emphasizing its appeal. The image treatment includes background removal and color grading to enhance the colors of the food. The typography is simple and legible, with a handwritten-style font used for the main text. The ad contrasts with platform norms by using a more polished and professional style, which may help it stand out in the feed. # Hooks Headline: Let's do dinner # Benefits - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the phrase "Let's do dinner," which is intended to convey a sense of invitation and familiarity. The brand is speaking directly to the viewer, suggesting that the product is a convenient and easy option for a meal. - The image then showcases a casserole dish filled with enchiladas, visually demonstrating the product being offered. The brand is showing the viewer what they can expect to receive, highlighting the appealing presentation of the meal. - The text "(again)" implies that this is a recurring event, suggesting that the product is a regular part of the consumer's routine. The brand is reinforcing the idea of convenience and ease of use. - A red badge highlights the offer of "50% OFF" and "NO SUBSCRIPTION NEEDED!", incentivizing the viewer to make a purchase. The brand is providing a compelling reason to try the product, addressing potential concerns about cost and commitment.

# Ad summary This ad features a close up shot of a prepared meal to be enjoyed without any subscription commitment with 30% off. # Brand positioning The brand aims to provide flavorful and convenient meals without the long-term commitment of a subscription. The brand focuses on flexibility, allowing customers to enjoy delicious meals on their terms. This positioning may appeal to those who value variety and control over their dining options, or those who have been burned by subscription services in the past. # Product The product is a prepared meal featuring chunks of protein covered in a creamy, reddish sauce with visible red pepper flakes, served over white rice. The dish includes green snap peas and scattered peanuts. The meal is presented as a flavorful option that can be enjoyed without the need for a subscription, answering a potential purchase barrier. # Visual style The ad features a clean and appetizing visual style with a focus on showcasing the prepared meal in a way that highlights its flavors and convenience. The production quality is polished, suggesting a studio shot with careful attention to lighting and composition. The ad utilizes a close-up shot to draw the viewer in and emphasize the freshness and appeal of the ingredients. # Hooks Headline: Come back for the flavor without the commitment # Benefits - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad opens with the promise of enjoying 'flavor without the commitment', told from the brand's perspective. This sets the stage by immediately addressing the common hesitation around subscription services and positioning the product as a flexible alternative. - The central image showcases a close-up of a prepared meal, inviting the viewer to imagine enjoying it. This is shown from a customer POV, using the product's appealing visual presentation to create desire and anticipation. - Finally, a badge with the words 'NO SUBSCRIPTION NEEDED! 30% OFF*' from the brand's POV reinforces the convenience and value proposition of the meal. This reinforces that there are no strings attached and highlights the current promotional offer.

# Ad summary An image ad for a meal delivery service featuring 30% off the next 3 orders with code COMEBACK30. # Brand positioning The brand is presented as a convenient solution for busy individuals or families seeking high-quality, chef-prepared meals delivered directly to their door. The ad emphasizes ease and speed, positioning the brand as one that values customers' time while still providing delicious and nutritious options. The brand's use of a discount offer also suggests an intent to attract repeat customers by making the service more accessible and affordable. The meals featured in the image appear fresh and flavorful, highlighting the brand's commitment to culinary excellence and high-quality ingredients. The brand's overall positioning is functional, focused on providing a simple and convenient solution to meal preparation, while also appealing to customers' desire for tasty, restaurant-quality food. # Product The product is a meal delivery service that provides ready-to-eat meals. The meals are designed to be faster and easier than cooking from scratch, appealing to those who value convenience. The ad features two specific meal examples: one is a stew-like dish with visible meat and vegetables served in a metal serving dish, and the other is a flatbread topped with cheese, vegetables, and herbs on a plate. The offer of '30% Off your next 3 orders' addresses the potential purchase barrier of cost, incentivizing customers to try the service multiple times. The use of the code 'COMEBACK30' suggests a strategy to re-engage past customers or encourage initial customers to become repeat buyers. # Visual style The visual style is clean and appetizing, with a focus on showcasing the appeal of the meals. The use of a bright yellow jagged shape and text on a white rectangle provides contrast against the backdrop of the food dishes, making the offer and key messages stand out. The composition is balanced with dishes of food framing the central text. The overall aesthetic is modern and inviting, aimed at conveying convenience and high-quality ingredients. # Hooks Headline: Come back for 30% Off your next 3 orders # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by highlighting a limited-time incentive, 'FREE 3 DAY SHIPPING*', ' to encourage immediate action, conveyed from the brand's perspective to grab the viewer's attention with an attractive offer. - Next, the ad prominently features the core offer: 'Come back for 30% Off your next 3 orders'. This is from the brand's perspective, incentivizing repeat purchases and customer retention. - The ad provides a call to action with the discount code: 'USE CODE: COMEBACK30', reinforcing the brand's intent to drive conversions by making it easy for customers to redeem the offer. - Finally, the ad concludes with the benefit statement 'Faster, easier meals', reinforcing the product's value proposition by highlighting the convenience and simplicity it offers from the brand's perspective.

# Ad summary This ad promotes Blue Apron's Dish service, focusing on convenience and savings for lunchtime routines. It offers a subscription with a discount code, showcasing ready-to-eat meals and highlighting the ease of incorporating them into daily life. # Brand positioning Blue Apron is presented as a convenient solution for busy individuals seeking quality lunchtime meals. The brand focuses on providing delicious, ready-to-eat options that simplify meal preparation and offer a convenient alternative to cooking or dining out. Blue Apron aims to position itself as a time-saving and hassle-free choice, perfect for those who value quality ingredients and flavorful meals without the need for extensive cooking. # Product The featured product is Blue Apron's 'Dish' service, offering a variety of ready-to-eat meals designed for convenient lunchtime consumption. These meals are pre-packaged in rectangular containers with labels indicating the specific dish, such as Fettuccine Pasta with Beef Meatballs, Coconut Curry Shrimp, and Creamy Mushroom Chicken with Orzo. The product aims to solve the problem of time constraints and meal preparation efforts, providing a quick and delicious meal solution that can easily be incorporated into a daily routine. The ad also highlights the use of quality ingredients to further enhance the product's appeal. # Visual style The ad features a clean, well-lit studio shot with a focus on product visibility. The use of natural light and neutral background tones creates a sense of trustworthiness, while the stacked meals emphasize variety and convenience. The overall design is simple and functional, aimed at capturing attention quickly in-feed. # Hooks Headline: Subscribe & Save # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins with the brand logo to immediately signal the brand being promoted. The brand is telling the story in this section. - The ad copy emphasizes subscription savings and the ease of incorporating the product into a daily routine, with the intention of highlighting the convenience and value proposition. The brand is telling the story in this section. - A callout of a discount code intends to incentivize trial and reduce perceived cost, thus promoting subscription and value. The brand is telling the story in this section. - An image of a stack of ready-to-eat meals along with a box with the brand name, the ad showcases the variety and convenience offered by the service, reinforcing its practicality. The brand is visually communicating the product benefits in this section.

# Ad summary This ad promotes a convenient meal kit that can be assembled and baked with ease, highlighting its convenience and deliciousness. User-generated reviews appear as speech bubbles. # Brand positioning This brand seeks to occupy the space of providing easy and convenient meal solutions for busy individuals or families. It emphasizes simplicity, speed, and minimal cleanup. The brand promotes a hassle-free lifestyle by offering ready-to-assemble meals that require minimal effort. It pushes against the norm of time-consuming meal preparation, positioning itself as a functional choice for those seeking efficiency without sacrificing taste. The overall tone and messaging focus on the convenience and ease of use. # Product The product being advertised is a meal kit that consists of uncooked gnocchi, ground sausage, tomato sauce, mozzarella cheese, and cherry tomatoes, all contained in a disposable aluminum baking pan. The ad emphasizes the ease of preparation with the tagline "Assemble, Bake, Enjoy." The product is designed for individuals or families who want a quick, easy, and delicious meal without the hassle of extensive cooking or cleanup, as it requires "No dishes. No clean up." The kit is presented as a convenient option for weeknight dinners or when short on time, offering a homemade taste without the extensive effort. A clear USP is its simplicity: all components are included and ready to be assembled and baked. # Visual style The ad has a polished aesthetic with a focus on presenting the meal in an appetizing way. The editing style uses static shots with text overlays to convey information. The production quality is high, with well-lit shots that highlight the food's texture and colors. The pacing is steady, emphasizing the convenience and ease of the product. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with a close-up overhead shot of the assembled meal in a baking pan, showing all the ingredients. This visual establishes the finished product and piques the viewer's interest with its appetizing appearance. - 00:01–00:07 Customer reviews appear as speech bubbles, highlighting the ease of making the meal. This provides social proof and reassurance, making the meal more appealing.

# Ad summary The ad features a collage of images depicting various meals. In the foreground, a blue rounded rectangle presents a promotion for a meal planning service, highlighting simplicity and a discount offer. # Brand positioning This brand positions itself as a solution for simplified meal planning, offering a wide variety of recipes every week. The brand conveys a sense of convenience and accessibility. By presenting numerous enticing meal images, it suggests a focus on quality and diversity in its offerings, thus aiming to occupy the space of a user-friendly and comprehensive meal solution in the consumer's mind. The brand also pushes against the norm of complicated meal preparation by promoting simplicity and ease of use. The positioning appears to be both functional, by promising simple meal planning, and emotional, by appealing to the desire for delicious meals without the hassle. # Product The product is a meal planning service that offers over 100 recipes every week, designed to simplify the meal planning process. It caters to individuals or households looking for diverse and easily manageable meal options. The ad highlights the variety of the service by showcasing different meals. The service addresses the challenges of meal planning by offering a convenient solution with a wide range of recipes. The visual emphasis on delicious meals is intended to make the service worth trying, especially for those seeking to reduce the time and effort required for meal preparation. # Visual style The ad has a clean, bright visual aesthetic with a focus on showcasing a wide variety of meals in a grid format. The production quality is high, with well-lit and appetizing images of each dish. The grid layout is a key visual motif, emphasizing variety and choice. The blue rectangle with white text is designed to stand out against the food images, drawing attention to the core message and offer. The overall style is designed to be scannable and visually appealing, making it easy for users to quickly understand the service's value proposition. # Hooks Headline: Meal Planning Made Simple. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad first presents a grid of various enticing meal images, showcasing the brand's commitment to offering many recipes. This grid aims to visually represent the wide variety and appealing options available through the service, from the brand's perspective. - Next, a blue rectangle in the foreground emphasizes the core message: 'Meal Planning Made Simple.' This is intended to capture attention and highlights the service's primary benefit, conveyed from the brand's perspective. - The ad also promotes an offer of 'Get 75% Off Autoship' with a promo code, encouraging viewers to take immediate action. This offer is presented from the brand's perspective and incentivizes potential customers to try the service, increasing urgency and perceived value.

# Ad summary A woman eats a Blue Apron burger and shares how convenient the meal kit is. # Brand positioning Blue Apron is presented as a convenient meal kit service that provides perfectly portioned ingredients and easy-to-follow instructions, catering to individuals who may lack cooking skills or confidence. Blue Apron aims to occupy a space in the consumer's mind as a solution for enjoying delicious, chef-designed meals without the hassle of meal planning or extensive cooking knowledge. The brand promotes values of simplicity, convenience, and culinary exploration, aligning with a lifestyle that appreciates good food without the time commitment or expertise traditionally required for home cooking. Blue Apron disregards the category norm of requiring culinary proficiency by positioning itself as an accessible option for anyone, regardless of their cooking abilities, focusing on functional benefits like pre-portioned ingredients and clear instructions. # Product The featured product is a Blue Apron meal kit designed to make cooking easy and accessible for everyone. The meal kit includes perfectly portioned ingredients and detailed instructions, ensuring that even those who "can't cook" can prepare a delicious meal. The specific burger shown includes crispy onions, mushrooms, and cheese curds, offering a gourmet take on a classic dish. The kit addresses the purchase barrier of cooking difficulty by providing all necessary components and guidance. The ad is telling the viewer that this product is worth trying or buying because it simplifies the cooking process, allowing them to enjoy restaurant-quality meals at home without the stress or skill requirements typically associated with cooking. # Visual style The ad has a polished UGC aesthetic with natural lighting and a close-up camera angle. The editing style consists of static shots with smooth transitions, maintaining a consistent pace throughout the video. The production quality gives it a UGC feel with a clean, modern look. The pacing is moderate, with consistent shots that align with the spoken content. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The woman looks at the burger and states it looks amazing. - 00:02–00:07 00:02–00:07: The woman takes a bite of the burger and enjoys it. - 00:07–00:10 00:07–00:10: After taking a bite, the woman lists the ingredients in the burger. - 00:10–00:14 00:10–00:14: The woman states that she cannot cook, but she can with Blue Apron, and confirms it is a Blue Apron meal kit. - 00:14–00:19 00:14–00:19: The woman explains how the meal kit sends you perfectly portioned ingredients and all the instructions, so you can't mess it up. - 00:19–00:24 00:19–00:24: The woman takes another bite, chews, and states "mm". - 00:24–00:26 00:24–00:26: The woman shares how there are little cheese curds in the burger. - 00:26–00:29 00:26–00:29: The woman states she is trying to get more comfortable in the kitchen. - 00:29–00:33 00:29–00:33: The woman takes another bite, chews, and states it tastes like a takeout burger and is so good. - 00:33–00:40 00:33–00:40: The woman takes another bite and states Blue Apron really does make it so easy and fun.

# Ad summary This comparison ad highlights the benefits of a Blue Apron subscription with cooking and meal plans versus other brands in the market that offer confusing recipes, boring menus, and no flexibility. The ad offers a limited-time offer to save 75% on your subscription and save order. # Brand positioning Blue Apron is presented as a meal kit delivery service that offers flexibility and variety. The brand promotes convenience and control by allowing customers to set their own schedule and make changes anytime before shipping. Blue Apron stands out by providing clear, exciting recipes that contrast with the confusing and boring options from competitors, positioning itself as a user-friendly option that values customer input and adaptability. With its focus on seasonal and new recipes, Blue Apron appeals to those seeking a more dynamic and engaging cooking experience. # Product Blue Apron provides meal kits that include a variety of recipes with fresh ingredients and easy-to-follow instructions, tailored for those who want to cook at home without the hassles of meal planning and grocery shopping. The service offers customers the flexibility to set their own schedule and adjust their orders as needed, ensuring a personalized and convenient cooking experience. Each kit includes seasonal recipes, and the ad directly addresses the pain points of confusing recipes, boring menus, and lack of flexibility, by offering fresh menus and simple recipes. Blue Apron aims to make home cooking more accessible and enjoyable, encouraging viewers to try their meals. # Visual style The ad features a polished, commercial aesthetic with bright lighting and crisp, clear shots of each meal. The editing style consists of static shots with smooth transitions between them, and each shot maintains a consistent pacing with approximately one cut per second. The visual motif includes a split-screen design to compare Blue Apron with its competitors. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad shows a visually appealing graphic featuring various Blue Apron meals, and it notes the offer of saving 75% on your subscription and save order. This is intended to quickly grab the viewer's attention and introduce the promotional offer. - 00:01–00:02 The ad shows a new graphic with different meals from Blue Apron, while keeping the text that indicates the offer. This continues to highlight the visual appeal of the meals and reinforce the brand's offering. - 00:02–00:03 The ad shows another graphic with different meals from Blue Apron, while keeping the text that indicates the offer. This highlights the quality and variety of the meals. - 00:03–00:04 The ad shows a fourth graphic of a different meal, with the limited time offer text at the top. The graphic has a split design on the bottom, Blue Apron on the left in blue and "Others" on the right in tan. Each has 3 lines of text below their labels. - 00:04–00:05 The ad shows a fifth graphic of a different meal, with the limited time offer text at the top. The graphic has a split design on the bottom, Blue Apron on the left in blue and "Others" on the right in tan. Each has 3 lines of text below their labels.

# Ad summary This ad compares Blue Apron to traditional grocery shopping, showing the costs and time associated with both, and finds that Blue Apron is faster, easier, and more convenient. # Brand positioning Blue Apron is presented as a convenient meal kit delivery service providing pre-portioned ingredients and simple recipe cards to make cooking easier and faster. The ad compares it to the traditional method of grocery shopping, implying that Blue Apron addresses the pain points of meal planning, grocery shopping, and precise measurement, offering a hassle-free cooking experience for consumers. The brand's positioning emphasizes convenience and efficiency, appealing to individuals who value time savings in meal preparation. # Product Blue Apron is a meal kit delivery service offering pre-portioned ingredients and easy-to-follow recipe cards. The featured meal is the Hoison Pork & Udon Noodle Stir-Fry. The ad highlights the convenience of having all necessary ingredients delivered directly to your door, eliminating the need for grocery shopping and measuring. The kits contain all pre-portioned ingredients and recipe cards, making cooking straightforward. The key selling points are time savings, convenience, and ease of preparation, particularly aimed at those who want a hassle-free cooking experience. # Visual style The ad has a UGC feel with a mix of static shots and quick cuts, primarily filmed in a brightly lit kitchen. The editing style is straightforward, focusing on clear visuals and comparison shots. The production quality suggests a hybrid approach, blending casual, everyday filming with more polished editing and text overlays. The ad maintains a consistent pacing, providing a clear and informative comparison. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with the text “Grocery Store -vs- Blue Apron.” - 00:01–00:04 00:01–00:04: The creator introduces the ad by stating that he wants to know if meal kit delivery services are actually worth it, setting up a comparison between Blue Apron and grocery store ingredients. - 00:04–00:11 00:04–00:11: The ad shows a Blue Apron box being delivered, highlighting that the delivery took 0 minutes of his time and cost $23.98. The ad presents the contents of the meal kit, including the ingredients and a recipe card. - 00:11–00:20 00:11–00:20: In contrast, grocery shopping is shown to take 42 minutes and cost $47.32. The creator notes that factoring in how much he actually used, the cost is about $16.45. - 00:20–00:30 00:20–00:30: The creator states that he was skeptical but found cooking with Blue Apron easier because everything was pre-portioned. He follows the recipe, throws the ingredients together, and finishes the dish in about 23 minutes. - 00:31–00:42 00:31–00:42: When cooking with grocery store ingredients, he follows the same recipe but notes it took more prep time because the ingredients weren't pre-portioned, totaling over an hour due to grocery shopping and extra prep time. - 00:42–00:49 00:42–00:49: The cooked dishes from both methods are shown to look nearly identical. The creator tries them and says they taste exactly the same. - 00:49–00:55 00:49–00:55: He concludes that Blue Apron was not only significantly faster but also way easier and more convenient.

# Ad summary This ad uses user-generated content (UGC) in the form of customer reviews to promote a restaurant. The ad shows a close-up shot of a burger with a 30% discount and user reviews appearing over the shot. The ad aims to entice viewers to revisit the restaurant by highlighting positive feedback and a special offer. # Brand positioning This ad positions the restaurant as a desirable dining option with high-quality food, as evidenced by positive customer reviews. The restaurant is aiming to solidify itself as a top-of-mind, delicious restaurant, as indicated by the phrase "COME BACK TO" that implies the customer has visited this restaurant before. The tone is casual and inviting, aligning with a fun and satisfying dining experience. # Product The ad features a burger topped with sauteed onions. A side of bright orange sweet potato fries in a glass are partially visible on the left, with a small bowl of dipping sauce. The burger is shown up close and personal and a customer's hand is visibly holding it as if they are about to take a bite. The reviews reference the burger's smoky flavor, emphasizing sensory attributes to make it appealing. The 30% discount acts as an incentive and removes the barrier to revisiting. # Visual style The ad has a clean and inviting aesthetic, using natural lighting and close-up shots to highlight the food's appetizing qualities. The editing is simple, with a focus on showcasing user-generated content through text overlays that pop up over the product shot. The pacing is consistent and moderate, allowing viewers to read each review. It looks professionally produced, but not overly polished. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:07 00:00–00:07: The ad begins with a close-up shot of the burger with sauteed onions. The text overlay states "COME BACK TO 30% OFF", promoting a discount offer. User reviews begin to pop up over the burger, all of which are very positive. The user's perspective is implied through positive reviews and a very up-close product shot.

# Ad summary A content creator explains that she doesn't enjoy cooking and uses Blue Apron to outsource dinner. The creator highlights that Blue Apron saves time on meal planning, grocery runs, and mental energy. She then showcases the Crispy Feta and Shawarma Roasted Chicken recipe. # Brand positioning Blue Apron is presented as a convenient solution for individuals and families who want to enjoy home-cooked meals without the hassle of meal planning, grocery shopping, and extensive cooking time. The brand positions itself as a time-saving and energy-efficient option, especially for those with busy lifestyles. Blue Apron pushes against the norm that cooking must be a time-consuming chore by providing pre-portioned ingredients and easy-to-follow recipes. The brand positioning is both functional, by providing a practical meal solution, and emotional, by alleviating the mental burden associated with meal preparation. # Product Blue Apron is a meal kit service that delivers pre-portioned ingredients and easy-to-follow recipes directly to your door. The service caters to individuals and families who want to enjoy home-cooked meals without the time and effort of meal planning and grocery shopping. The advertised product is the "Crispy Feta and Shawarma Roasted Chicken," a protein-forward meal that takes only 5–10 minutes to prepare. The service eliminates the need for a subscription, allowing customers to order meals whenever they want, such as during busy weeks. Blue Apron alleviates the mental burden of figuring out what to cook every night and simplifies the cooking process with pre-portioned ingredients and easy recipe cards, making it easier for anyone to enjoy cooking. # Visual style The ad has a polished, modern aesthetic with bright, natural lighting and a clean, minimalist design. The editing style includes quick cuts and smooth transitions, creating a fast-paced rhythm that keeps the viewer engaged. The production quality is high, giving it a commercial feel that is both professional and inviting. The visual motif is the use of bright sunlight, which creates a warm and inviting tone. The pacing is consistent, with cuts timed to the voiceover lines. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The food blogger presents a charcuterie board and states that it's time to make dinner. - 00:03–00:07 00:03–00:07 The food blogger reveals a Blue Apron box. The message is that Blue Apron offers a convenient solution for home-cooked meals. - 00:07–00:13 00:07–00:13 The food blogger states that she doesn't like cooking and that charcuterie boards and girl dinners are her jam, but dinner is the bane of her existence. The message is that even food bloggers don't always enjoy cooking and need help with meal planning. - 00:13–00:17 00:13–00:17 The food blogger states that she outsources dinner, and the message is that Blue Apron is the solution for busy people. - 00:17–00:24 00:17–00:24 The food blogger states that Blue Apron saves her time on meal planning, grocery runs, and mental energy. The message is that Blue Apron eliminates the hassle of meal preparation. - 00:24–00:28 00:24–00:28 The food blogger states that the best part is that it's no longer a subscription, and they show the food blogger sprinkling food with their hands on a cooking sheet. The message is that Blue Apron offers flexibility and convenience. - 00:28–00:32 00:28–00:32 The food blogger states that they have super easy assemble and bake meals that take as little as 5 to 10 minutes of prep, and they show the food blogger placing the food in the oven. The message is that Blue Apron meals are quick and easy to prepare. - 00:32–00:44 00:32–00:44 The food blogger refers to the chicken feta and shawarma roasted chicken and states that it's protein-forward and totally realistic for a weeknight. The food blogger is then seen plating the cooked meal. The message is that Blue Apron offers healthy and convenient meal options. - 00:44–00:47 00:44–00:47 The food blogger states that she can enjoy cooking if there's pre-portioned ingredients and an easy recipe card, and no need to grocery shop. The food blogger is then seen placing one plate at a table with place settings and the other plate on a child's high-chair tray. The message is that Blue Apron makes cooking enjoyable and stress-free, and is designed to feed adults and children alike.

# Ad summary This ad for Blue Apron promotes its new family-style meals for the summer, highlighting garlic butter shrimp. It offers a limited-time discount to drive conversions. # Brand positioning Blue Apron is positioned as a meal delivery service that offers convenience and delicious, vacation-inspired meals for families. The brand focuses on bringing exciting flavors and variety to home cooking, eliminating the need for extensive meal planning and grocery shopping. This positioning appeals to busy individuals and families who want to enjoy high-quality, flavorful meals without the stress of traditional cooking. # Product The featured product is a garlic butter shrimp meal kit. This kit is designed to provide a convenient and flavorful dining experience for families during the summer. The meal includes fresh shrimp sautéed in garlic butter sauce, seasoned with herbs, and promises a taste reminiscent of vacation. It targets individuals seeking quick and easy meal options without sacrificing flavor or quality, aiming to make dinnertime feel special and effortless. The ad highlights that this specific meal is now on the menu, suggesting novelty and availability. # Visual style The ad has a clean, bright, and appetizing visual style. It is a high-quality studio shot with a focus on the food. The background is softly blurred to keep the focus on the shrimp. The color palette is bright and natural, evoking a fresh and summery feel. # Hooks Headline: Tastes Like Vacation Mode # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by announcing Blue Apron's new family-style meals for summer, immediately setting the context and targeting families looking for convenient meal options. This message comes from the brand to generate immediate interest. - The ad highlights the taste of the meals as reminiscent of “Vacation Mode”, promising a delightful culinary experience, appealing to the consumer's desire for enjoyment and relaxation. This is conveyed from the brand's perspective to show the emotional payoff of using the service. - A close-up image of garlic butter shrimp reinforces the quality and appeal of the new menu item, aiming to evoke a positive sensory response in the viewer and encouraging them to try it. The brand is showcasing the meal as a visual representation of the overall experience. - The ad promotes an offer of 'Get 65% off,' incentivizing immediate purchase and acting as a call-to-action. The brand provides a discount to convert interest into sales. - The ad mentions the 'Garlic Butter Shrimp' is 'Now on the Menu' further emphasizing the product’s availability. This part of the storyline from the brand assures customers that they can currently purchase the meal.

# Ad summary This ad is for a bakery's Memorial Day collection and features a pie being served outdoors. It promotes a limited-time discount to encourage immediate purchases for the holiday weekend. # Brand positioning This bakery brand aims to occupy a space in the consumer's mind as the go-to source for convenient, high-quality baked goods, particularly for special occasions and holidays. The brand aligns with values of celebration, family, and ease, presenting an alternative to home baking or visiting a physical bakery. The brand's positioning is primarily functional, focusing on ease and convenience, but also carries an emotional aspect by associating its products with joyful gatherings and celebrations. # Product The featured product is a freshly baked pie from the bakery's Memorial Day collection. The pie has a golden-brown crumble topping and a visible fruit filling. It is presented in a disposable aluminum pie tin for easy serving and cleanup. The ad showcases the pie being served outdoors, suggesting it's ideal for picnics or backyard gatherings. The ad aims to overcome purchase barriers by offering a limited-time discount and highlighting the convenience of ordering online, making it easy to bring a delicious dessert to any Memorial Day celebration. # Visual style The ad has a bright, natural aesthetic, suggesting a casual and inviting tone. The editing is simple with static shots, which conveys the idea that the baked goods are wholesome and homemade. The ad style has a commercial production quality. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a close-up shot of the pie being served outdoors. This immediately establishes the product and its context of use. - 00:01–00:02 A slice of pie is lifted onto a plate. This emphasizes the freshness and visual appeal of the pie.