How Blue Apron Advertises on Meta

# Ad summary Image ad for food delivery service promoting a limited time discount code during a sports event. # Brand positioning This ad positions the brand as a convenient solution for enjoying meals during leisure activities, specifically watching sports. The focus is on ease and readiness, catering to a lifestyle where customers want to enjoy events without the hassle of meal preparation. By offering discounts during sports events, the brand aligns itself with the excitement and enjoyment of these moments, aiming to be a part of the consumer's fun and relaxation. # Product The image showcases a burger featuring a toasted bun, arugula, cheese, bacon, and what appears to be a beef patty and red onions. The burger is shown in a close-up shot, emphasizing its ingredients and appealing presentation. The ad promotes the ease of enjoying dinner during a sports event, aiming to address the barrier of meal preparation by offering a convenient delivery option. # Visual style The ad features a close-up shot of a burger. The image has a clean, appetizing look, with a focus on the burger's texture and ingredients. The visual style is simple and straightforward, aiming to capture attention with the appealing presentation of the burger and clear messaging. The color palette is warm, with the burger's colors contrasting against the neutral background. # Hooks Headline: DINNER, HANDLED. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies the problem of meal planning and preparation during leisure activities. "DINNER, HANDLED." suggests that deciding on and preparing food can be a hassle, especially when the viewer wants to focus on enjoying a sports event. # Value propositions - Offering 65% off with the code TIPOFF65 provides a compelling value by significantly reducing the cost, incentivizing the viewer to make a purchase. - By stating "DINNER, HANDLED.", "BRACKET, READY.", "GAME, ON.", the ad connects the product with the benefit of stress-free meal planning and enjoying a sports event. # Benefits - Dinner handled. - Bracket, ready. - Game, on. # Features - 65% off # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad conveys the brand's point of view by presenting its product as a solution for easy meal during leisure activities and providing a discount offer. # Storyline - The ad begins by assuring the viewer that dinner is 'handled,' implying that meal planning and preparation are taken care of. The brand voice is assuring the audience of the ease of using the product for dinner plans. - It then confirms that the 'bracket' is 'ready,' indicating that the viewer is prepared for a sports event or competition. The brand voice is showing the readiness of the customer for the game. - The final message 'game, on' serves as an invitation to enjoy the event without worrying about dinner, as the brand provides the solution. The brand's voice is signaling to the customer they can focus on leisure. - The ad highlights a discount of 65% off with a specific code, prompting immediate action and providing an incentive to purchase. The brand voice is offering a promotional deal.

# Ad summary A woman sits in her car and talks to the camera. She admits she doesn't cook the food she posts online. She orders from Blue Apron where all the ingredients show up at her door pre-chopped, and then she puts everything in the pan and bakes it. She talks about how convenient it is. She says she is cooking the meals with help from Blue Apron chefs designing them, and that she won't gatekeep this method. She says you can get the first three meals 65% off. # Brand positioning Blue Apron is presented as a convenient solution for individuals who want to enjoy home-cooked meals without the hassle of extensive meal preparation. The brand positions itself as a helper for those who want to cook but lack the time or desire for meal planning and ingredient shopping. Blue Apron aligns with a lifestyle that values convenience and efficiency, pushing against the norm that home cooking must be time-consuming and messy. Its positioning is functional, focusing on simplicity and time savings. Blue Apron appeals to consumers who want to enjoy the benefits of home-cooked meals without sacrificing time or convenience. # Product Blue Apron is a meal kit delivery service that provides pre-portioned ingredients and chef-designed recipes for customers to assemble and cook at home. It eliminates the need for meal planning, grocery shopping, and ingredient preparation. The service is for anyone who wants to enjoy home-cooked meals without the time commitment and effort typically required. The meals are designed by chefs and delivered with pre-chopped ingredients. A key selling point is convenience, the service reduces prep time to around five minutes and minimizes mess. Blue Apron offers a way to enjoy home cooking without the usual hassle. # Visual style The ad has a casual, UGC-style aesthetic. The video combines footage of the creator speaking directly to the camera with B-roll style footage. The editing style consists of quick cuts. The production quality has a UGC feel, which supports the authentic tone. # Hooks Spoken: 00:00–00:03 Sooo, I haven't been honest with you guys, but I actually don't cook the meals I post... Text overlay: 00:00–00:03 Ask me a question: Your food always looks 🔥 can you send the recipes? 👀 Visual: 00:00–00:03 Inside a car, a woman with long blonde hair is in the driver’s seat. She wears a white button-down shirt. Above her head is a white box that reads "Ask me a question: Your food always looks 🔥 can you send the recipes? 👀". She faces the camera, speaks, and gestures with her hands. The camera is stationary, and the lighting is natural daylight coming through the car windows. # Funnel stage Consideration # Pain points The struggle to cook meals at home due to lack of time, prep work, and the mess involved, as revealed by the statement: "but I actually don't cook the meals I post..." # Value propositions - Home-cooked meals without the time commitment - Convenient and easy to cook without making a mess # Benefits - It's literally so convenient - Prep time takes like five minutes - You don't make any kind of a mess # Features - Assemble & Bake - Pre-chopped ingredients # Call to action If you want to try my cooking method, you can get the first three meals 65% OFF. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who uses the product and shares her experience. # Storyline - 00:00–00:03 00:00–00:03 The creator, sitting in her car, admits she has not been honest and that she doesn't actually cook the meals she posts, conveying an intention to reveal a secret. The tone is casual and conversational, setting the stage for a reveal. - 00:03–00:06 00:03–00:06 As a response to her reveal that she doesn't cook, the woman shows Blue Apron meal kits, informing the audience that she actually orders, assembles, and bakes from Blue Apron, implying that it's her secret for home-cooked meals without the effort. There is an offer included: Up to 19 free meals. The tone is informative. - 00:06–00:09 00:06–00:09 She again speaks from the car, telling the audience that all of the ingredients just show up at her door. This continues to reveal the cooking method and emphasizes ease and convenience of the product. The creator is enthusiastic and casual. - 00:09–00:12 00:09–00:12 Building upon the reveal of her cooking method, the woman shows pre-chopped ingredients, emphasizing minimal effort. She tosses it all in the pan and bakes it, highlighting ease. The visuals are quick cuts to emphasize speed. The tone is informative and the perspective is that of someone who has tried the product. - 00:12–00:19 00:12–00:19 Continuing with the convenience theme, the woman, back in her car, says not to tell her husband but that it's literally so convenient, the prep time takes like five minutes, and you don't make any kind of a mess. The creator is casual and excited. - 00:19–00:25 00:19–00:25 The woman acknowledges her earlier 'confession' by stating that she is technically cooking with the help of Blue Apron chefs. She says she won't gatekeep her secret, signaling inclusivity. The tone is lighthearted and informative. - 00:25–00:30 00:25–00:30 The creator transitions to a direct offer, presenting a finished meal to signal desirability and a shot of the Blue Apron app, telling the viewer that they can get the first three meals 65% off. The message is sales-driven and direct. - 00:30–00:35 00:30–00:35 The ad closes with a screen displaying the deal that they can get 65% off your first three orders with code MARCH65, driving home the offer. The tone is clear and direct.

# Ad summary This ad promotes Blue Apron's pre-made meals by showcasing various menu options and emphasizing convenience, high protein content, and a discount offer for new customers. # Brand positioning Blue Apron is presented as a convenient solution for individuals seeking high-protein, diverse meal options without the hassle of cooking. The brand promotes a lifestyle of ease and flexibility, with no subscription or commitment required. By offering pre-made meals, Blue Apron goes against the norm of traditional meal kit services that require cooking. The brand leans into functional benefits like convenience and nutritional value, appealing to customers who want a quick, healthy meal. # Product Dish by Blue Apron is a line of pre-made, single-serving meals that require zero prep or cooking. These meals are delivered directly to the customer and can be heated in the microwave. Each meal contains at least 30g of protein and offers a variety of options to choose from. The ad highlights that there is no subscription or commitment required to purchase the meals. Blue Apron aims to remove purchase barriers for those hesitant about traditional meal kits. A current promotion offers new customers 65% off their first three orders plus free delivery, and up to $195 in savings, making the product appealing to try. # Visual style The ad has a clean, polished aesthetic with bright lighting and a focus on showcasing the meals. The editing style includes quick cuts between different meals, interspersed with shots of the meals being prepared and unboxed. The production quality is a hybrid of UGC feel with studio lighting, combining user-generated content with more polished commercial elements. The pacing is relatively quick, with cuts every 1-2 seconds, creating a sense of urgency and excitement. # Hooks Spoken: 00:00–00:02 [Casual] Real talk, I'm a terrible cook Text overlay: 00:00–00:02 Real talk, / 00:00–00:02 I'm a terrible cook Visual: 00:00–00:02 A close-up shot shows a gray plate with orzo pasta, roasted red peppers, and a grilled piece of salmon on top. The plate sits on a light wooden surface. A hand adds more of the orzo pasta from a white rectangular container. The hand then uses a fork to break off a piece of the salmon. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of not being a good cook with the line, "Real talk, I'm a terrible cook." # Value propositions - Pre-made meals = zero prep time and cooking skills needed - High protein content = appealing to health-conscious consumers - No subscription or commitment = low-risk purchase - 65% off first three orders + free delivery + up to $195 in savings = compelling offer for new customers # Benefits - 0 prep - 0 mess - A lot of options to choose from # Features - Pre-made meals - At least 30g of protein # Call to action None used. # Point of view - Customer 50% – The customer POV is conveyed through a casual tone, shots of the meals being consumed, and an emphasis on convenience. - Brand 50% – The brand POV is communicated through direct statements about the product's benefits and the offer. # Storyline - 00:00–00:02 The ad opens with a prepared salmon and orzo dish being assembled and eaten. - 00:02–00:06 This is followed by shots of stacked Blue Apron pre-made meals. The brand name and product are introduced, with the text overlay introducing Dish by Blue Apron. The ad then pivots to demonstrate how easy it is to prepare a meal. - 00:06–00:11 The ad emphasizes the convenience by showing a woman placing a meal in the microwave with the text overlay, “0 prep, 0 mess”. This is followed by shots of other pre-made meals being served. - 00:11–00:13 Shifting to the offer, the ad includes footage of meals being eaten with the text overlay, “Get your first 3 orders 65% off + free delivery”. - 00:13–00:15 Next, the ad cuts to a man unboxing the delivery and the narrator stating, "and up to $195 in savings." - 00:15–00:18 Then the ad shows stacks of the meals again while reiterating that there is "No subscription or commitment" - 00:18–00:23 Finally, the ad closes with a graphic displaying the current promotion details.

# Ad summary This ad features a content creator who promotes Blue Apron Assemble & Bake meals as a convenient way to make good-looking meals without cooking from scratch. She addresses a viewer question about recipes, admits that she doesn't cook the meals she posts, and reveals that she orders pre-chopped and assemble meals from Blue Apron, which only takes 5 minutes of prep time. # Brand positioning Blue Apron is presented as a meal kit delivery service providing convenience for individuals who want to create nice-looking meals without the time and mess associated with cooking from scratch. The brand appeals to busy individuals who value convenience, quality ingredients, and the ability to create visually appealing meals without extensive cooking skills. It positions itself as a solution that challenges the norm of traditional cooking by offering pre-portioned and pre-chopped ingredients, saving time and reducing the hassle of meal preparation. Blue Apron focuses on functional benefits like convenience and efficiency, making it ideal for those seeking a quick and easy way to enjoy delicious meals. # Product Blue Apron Assemble & Bake meals are presented as a convenient meal kit delivery service designed for busy individuals who want to enjoy delicious meals without the hassle of traditional cooking. Each kit includes pre-portioned and pre-chopped ingredients, eliminating the need for extensive meal preparation. The product promises a prep time of just 5 minutes, which allows users to enjoy home-cooked meals quickly. The kit addresses common barriers to cooking, such as the time required and the mess created, by providing everything needed to assemble and bake a meal without the hassle of chopping or measuring ingredients. The ad promotes this product as an innovative solution for individuals who desire convenient, high-quality meals without the time and effort of traditional cooking. Blue Apron meals, as seen in the ad, feature steaks and spinach-style potatoes, as well as pasta with plant-based meatballs. # Visual style The ad has a hybrid aesthetic, combining UGC-style selfie shots with polished product shots. The editing rhythm consists of both quick cuts and static shots, and the production quality is high. The ad is consistently paced, which helps maintain the viewer's interest throughout the video. # Hooks Spoken: 00:00–00:04 So, I actually haven't been honest with you guys, but I actually don't cook the meals that I post. Text overlay: 00:00–00:04 Ask me a question: Your food always looks 🔥 can you send the recipes? 👀 Visual: 00:00–00:04 A medium selfie-style shot shows a woman with fair skin, short brown hair, and dark eyes sitting in the driver's seat of her car, wearing a black blazer and gold hoop earrings. Text overlayed says, "Ask me a question: Your food always looks 🔥 can you send the recipes? 👀" # Funnel stage Consideration # Pain points The featured customer is asked by a viewer to send recipes for the food she posts online, implying the poster's cooking may be difficult or time-consuming. # Value propositions - Blue Apron meals are pre-chopped and only take 5 minutes to prep, saving customers time and effort. # Benefits - convenient - I don't make a mess - prep time literally takes me like, what, five minutes? # Features - Assemble & Bake - Everything is pre-chopped - Blue Apron chefs designing them # Call to action None used. # Social proof - "Your food always looks 🔥 can you send the recipes? 👀" # Point of view - Customer 100% – The entire ad is delivered from the perspective of a customer reviewing a product they use. # Storyline - 00:00–00:04 00:00–00:04 The creator is sitting in her car and responding to a comment on her feed that says, "Your food always looks 🔥, can you send the recipes?" The creator is answering her audience's perspective in a casual tone that establishes credibility. - 00:04–00:05 00:04–00:05 Responding to the viewer, the creator admits that she actually does not cook the meals that she posts. - 00:05–00:08 00:05–00:08 She reveals that the secret to her meals is ordering Assemble & Bake meals from Blue Apron and shows the product packaging to the viewers. - 00:08–00:11 00:08–00:11 The creator transitions to showing how easy it is to assemble the Blue Apron meals, noting that "everything is pre-chopped, so I just toss it all in a pan and bake it." - 00:11–00:17 00:11–00:17 The creator is back in the car and is responding to her audience about how convenient Blue Apron meals are because she does not make a mess, and the prep time literally takes her five minutes. - 00:17–00:21 00:17–00:21 The creator clarifies that she technically is cooking the meals with the help of Blue Apron chefs designing them, and she does not want to gatekeep the cooking method. - 00:21–00:26 00:21–00:26 The creator reveals that viewers can try her cooking method and get the first three meals 65% off from Blue Apron. - 00:26–00:30 00:26–00:30 The ad concludes with a screen for Blue Apron's spring sale of 65% off the first three orders with the code MARCH65.

# Ad summary This ad promotes Dish by Blue Apron with a UGC demo format, highlighting the ease and convenience of chef-crafted meals that require no cooking or cleanup. The ad features a content creator expressing her initial skepticism about pre-made meals, followed by her surprise and satisfaction with Dish by Blue Apron. It emphasizes the meals' high protein content, absence of artificial flavors or colors, and quick preparation time. A limited-time offer of 65% off the first three orders plus free shipping is also promoted. # Brand positioning Blue Apron positions itself as a provider of high-quality, chef-crafted meals that are both convenient and healthy. The brand addresses the common perception that pre-made meals are often unhealthy or unappealing, offering a premium alternative that is quick to prepare, free from artificial additives, and nutritionally balanced. It emphasizes the convenience of no cooking or cleanup and the flexibility of no subscription, appealing to busy individuals seeking a simple yet gourmet food solution. # Product Dish by Blue Apron offers a selection of pre-made, chef-crafted meals that are delivered directly to consumers. These single-serving meals, packaged in recyclable containers, are designed for quick preparation in under five minutes, requiring no cooking or cleanup. The meals are presented as a healthy option, boasting at least 30 grams of protein and containing zero artificial flavors or colors. The service distinguishes itself by offering a range of flavorful options that don't feel heavy. It is positioned as a flexible solution, offering no subscription requirements, allowing customers to order only when they want with no commitment. # Visual style The ad has a hybrid visual style, combining UGC-style segments with cleaner, more polished product shots. The editing rhythm is fast-paced with frequent cuts to maintain engagement. The UGC feel is communicated through the selfie-style framing, casual tone, and use of PIP windows. The polished product shots are timed to the creator's statements to create audio-visual sync. # Hooks Spoken: POV: about to cook and you realize you forgot to buy the main ingredient Text overlay: POV: about to cook and you realize you forgot to buy the main ingredient Visual: 00:00–00:02: A young woman with short dark hair, wearing a maroon crop top and black pants, acts out a skit in front of a plain wall. She is hunched over, searching inside a white refrigerator. # Funnel stage Consideration # Pain points The pain point is the frustration and inconvenience of realizing you've forgotten the main ingredient for a meal, leading to a disruption in meal preparation and the need for a quick and easy solution. The opening skit visualizes this moment: “POV: about to cook and you realize you forgot to buy the main ingredient”. # Value propositions - Chef-crafted meals without the cooking hassle - Healthy, high-protein meals that are free from artificial additives - Quick and convenient meal preparation in under five minutes - Flexible meal ordering without a subscription commitment # Benefits - Convenient meal solution - Healthy and balanced nutrition - Quick and easy preparation - Flexible ordering with no commitment # Features - Pre-made, chef-crafted meals - Light spring options - At least 30 grams of protein - Zero artificial flavors or colors - Ready in under five minutes - No cooking - No cleanup - No subscription required # Call to action None used. # Social proof - “I was so skeptical because I know that like, pre-made meals have a pretty bad reputation of being like kind of gross… I really wish I’d known about this sooner.” – Female 1 (Creator) # Point of view - Customer 100% – The ad is presented from the perspective of a customer/creator, who is expressing her personal experience and satisfaction with the product. # Storyline - 00:00–00:02 The ad opens with a comedic scenario of realizing the main ingredient has been forgotten, setting the stage for the need for convenient meal solutions. - 00:02–00:06 The creator introduces Blue Apron's pre-made meals as a convenient option. She expresses regret that she didn't discover the product sooner. - 00:06–00:15 The creator explains her initial skepticism about pre-made meals and introduces Dish as something different. - 00:15–00:21 The creator highlights that Dish by Blue Apron offers real chef-crafted meals that are light and don't feel heavy. - 00:21–00:27 The ad emphasizes the nutritional benefits of the meals, focusing on the high protein content and lack of artificial ingredients. - 00:27–00:31 The ad highlights how the product is ready in under 5 minutes and requires no cooking or cleanup. - 00:31–00:36 The creator emphasizes the product's lack of subscription service, allowing customers to order at their convenience with no commitment. - 00:36–00:41 The ad announces a limited-time offer of 65% off the first three orders plus free shipping. - 00:41–00:44 The creator closes by expressing her satisfaction with the product and wishing she had discovered it sooner.

# Ad summary The ad features a woman telling the audience that the meals she posts on social media are actually made with Blue Apron's Assemble & Bake service, so that she doesn't need to chop the ingredients or make a mess in the kitchen. # Brand positioning Blue Apron is presented as a convenient meal kit service that provides pre-chopped ingredients and easy-to-follow recipes to help busy people create delicious meals quickly. The brand's "Assemble & Bake" concept emphasizes simplicity and convenience, suggesting that anyone can enjoy home-cooked meals without the hassle of extensive prep work or a messy kitchen. This brand's functional positioning appeals to those who value saving time and effort while still enjoying high-quality, home-cooked meals. By offering pre-portioned ingredients and simple assembly, Blue Apron caters to busy individuals who want to enjoy the benefits of home cooking without the typical time investment and mess. # Product Blue Apron's "Assemble & Bake" service is a meal kit that provides pre-chopped ingredients and simple recipes designed for quick and easy home cooking. It is aimed at busy individuals who want to enjoy home-cooked meals without the hassle of extensive prep work or a messy kitchen. The key features highlighted are the convenience of having all the ingredients delivered to your door and the time-saving aspect of pre-chopped ingredients. According to the ad, the preparation time is reduced to as little as five minutes, making it easy to toss the ingredients into a pan and bake. This addresses the common purchase barriers of time investment and kitchen mess, offering a solution that simplifies the cooking process. # Visual style The ad has a UGC feel, with a combination of static shots and quick cuts to create a dynamic and engaging viewing experience. The editing rhythm is relatively consistent, with cuts timed to emphasize key points in the narrative. The lighting appears natural in the kitchen and outdoor shots, while the car interior has a slightly more staged look. # Hooks Spoken: 00:00–00:03: How do you have time to cook those fancy meals with your busy schedule? Text overlay: 00:00–00:03: Ask me a question: / 00:00–00:03: How do you have time to cook those fancy meals with your busy schedule? 🧐 Visual: 00:00–00:02: Top-down shot of the Blue Apron recipe card and a bowl of a finished pasta dish with meatballs on a wooden table. / 00:02–00:03: A fair-skinned woman with short, dark hair wearing a black blazer is in her car and talking directly to the camera. She is sitting in the driver's seat with both hands on the steering wheel. # Funnel stage Consideration # Pain points The pain point is the difficulty of finding time to cook elaborate meals due to a busy schedule, as highlighted by the question "How do you have time to cook those fancy meals with your busy schedule?" # Value propositions - Convenience of pre-chopped ingredients saves prep time - Quick assembly and baking process - Easy to follow recipe - Reduced mess in the kitchen, making cooking more enjoyable # Benefits - Saves time - Reduces mess - Easy cooking # Features - Assemble & Bake meals - Pre-chopped ingredients - Simple recipes # Call to action first 3 meals 50% OFF. # Social proof - “So technically I am cooking the meals... With the help of Blue Apron chefs designing them.” – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer using the product. # Storyline - 00:00–00:03 The ad starts with a question about how the creator has time to cook fancy meals with a busy schedule. - 00:03–00:07 The creator admits that she doesn't actually cook the meals she posts. - 00:07–00:12 She clarifies that she orders the Assemble & Bake meals from Blue Apron, where all the ingredients show up at her door. - 00:12–00:14 The woman highlights that everything is pre-chopped, so all she has to do is toss it in a pan and bake it. - 00:14–00:24 She states that it's convenient because she doesn't make a mess, and the prep time takes about five minutes. - 00:24–00:30 She invites viewers to try her "cooking method" with the incentive of getting the first three meals 50% off.

# Ad summary This ad features a content creator who admits she doesn't actually cook the fancy meals she posts online. Instead, she uses Blue Apron's assemble-and-bake meals, which she says are convenient and quick to prepare. The ad encourages viewers to try Blue Apron and offers 50% off the first three orders. # Brand positioning Blue Apron is positioned as a meal kit service offering 'Assemble & Bake' options, catering to individuals with busy schedules who desire to cook and share meals but lack the time for extensive preparation. The brand offers chef-designed meals with pre-chopped ingredients delivered to the customer's door, emphasizing convenience and ease of cooking. Blue Apron seems to be pushing back against the perception that cooking elaborate meals requires significant time and effort. This functional positioning prioritizes simplicity and convenience, appealing to those seeking to maintain a home-cooked meal experience without the associated time investment. # Product The advertised product is Blue Apron's 'Assemble & Bake' meal kits, specifically highlighted for busy individuals seeking convenient meal solutions. The service delivers pre-portioned and pre-chopped ingredients along with chef-designed recipes directly to the customer's door, eliminating the need for grocery shopping and extensive meal preparation. A key selling point is the minimal prep time, claimed to be around five minutes, and the ease of assembly and baking, reducing mess and cleanup. The meals are implied to be shareable, enhancing the dining experience. The ad addresses the barriers of time constraints and cooking complexity by offering a streamlined, easy-to-use meal service that still provides the satisfaction of home cooking. # Visual style The ad has a hybrid aesthetic, blending UGC-style vlogging with polished product shots. The editing style includes quick cuts between the creator speaking and the product visuals, creating a fast-paced rhythm. The production quality feels casual but well-lit, giving it a relatable yet professional feel. The pacing is fairly consistent throughout, with approximately 15-20 cuts per minute. The audio-visual sync is tight, with the cuts and product actions timed to match the voiceover. # Hooks Spoken: 00:00–00:03: How do you have time to cook those fancy meals with your busy schedule? Text overlay: 00:00–00:03: How do you have time to cook those fancy meals with your busy schedule? 🧐 (Comment Bubble) Visual: 00:00–00:03: The shot shows a completed meal of Spicy Sausage Meatball & Pasta Bake on a wooden table, a Blue Apron recipe card next to it, and a white bowl filled with the finished meal. The camera angle is slightly overhead, and the lighting is bright and natural. # Funnel stage Consideration # Pain points The central pain point is the lack of time to cook fancy meals due to a busy schedule, expressed as, "How do you have time to cook those fancy meals with your busy schedule?" # Value propositions - Save time with pre-chopped ingredients. - Enjoy chef-designed meals without the cooking expertise. - Minimize mess and cleanup for a hassle-free experience. # Benefits - Convenient meal solution - Minimal prep time (5 minutes) - Easy assembly and baking - Reduces mess and cleanup - Offers shareable meals # Features - Assemble & Bake meal kits - Pre-portioned ingredients - Pre-chopped ingredients - Chef-designed recipes # Call to action USE CODE: ONEPAN50 # Social proof - The creator admits she uses the service to make the fancy meals that she posts online, which communicates the quality of the product. - The creator states, "I am cooking the meals, but with a little help of Blue Apron chefs designing them." # Point of view - Customer 100% – The entire ad is presented from the point of view of a customer who uses and enjoys the product. # Storyline - 00:00–00:03 The ad begins with an on-screen question from the creator's followers about how she has time to cook fancy meals with her busy schedule. - 00:03–00:08 The creator appears in a car and confesses she hasn't been honest with her followers. She reveals she doesn't actually cook the meals she posts. - 00:08–00:15 She explains that she orders 'Assemble & Bake' meals from Blue Apron, and all the ingredients arrive pre-chopped. - 00:15–00:23 She emphasizes that the prep time is minimal and that you do not make any kind of a mess. - 00:17–00:19 She playfully tells the viewers to not tell her husband that she doesn't do all the cooking. - 00:23–00:30 The creator clarifies that she is technically cooking the meals, just with the help of Blue Apron chefs designing them, but she isn't going to gatekeep this information. - 00:30–00:34 She offers viewers 50% off their first three meals if they want to try her cooking method. - 00:34–00:39 The ad concludes with a screen displaying the Blue Apron logo and the offer for 50% off the first three orders with a specific code.

# Ad summary A woman prepares and eats a pre-made meal from Dish by Blue Apron, mentioning how quick and tasty it is. The ad promotes a spring sale of 65% off the first three orders with a code. # Brand positioning Dish by Blue Apron is positioned as a convenient and delicious solution for individuals seeking quick and easy meals. The brand offers pre-made meals that require no cooking or cleanup, making it ideal for those with busy lifestyles. The brand emphasizes real meals with real ingredients, at least 30g of protein, and availability in just 5 minutes, while also offering free delivery and no subscription. This positioning aligns with a functional approach by providing a convenient and time-saving solution for individuals who want a tasty meal without the hassle of cooking. # Product Dish by Blue Apron offers pre-made meals that are quick and easy to prepare. The product is aimed at busy individuals who want a convenient and tasty meal without the hassle of cooking or cleanup. The ad mentions that these meals are ready in just 5 minutes, contain at least 30g of protein, and feature real ingredients. The meals are available through free delivery with no subscription required. The ad emphasizes the simplicity and convenience of the product, highlighting how it eliminates the need for cooking and cleanup. The USP is that it is convenient, delicious, and nutritious, making it a practical choice for those with busy lifestyles. # Visual style The ad features a clean, bright, and natural visual style. It has a UGC feel, with static shots, smooth transitions and the aesthetic is modern and accessible, appealing to a contemporary audience. The pacing remains consistent throughout the ad with an editing style that is simple and straightforward. # Hooks Spoken: 00:02–00:05 I can't believe this was ready in five minutes. Text overlay: 00:02–00:05 Protein (left corner of screen) / 00:02–00:05 32g (left corner of screen) / 00:02–00:05 Calories (left corner of screen) / 00:02–00:05 580 (left corner of screen) / 00:02–00:05 Ready in as little as 5 min. (left corner of screen) / 00:02–00:02 Reply to constance_298599's comment (comment box) / 00:02–00:02 I can get 65% off?? (comment box) / 00:02–00:02 HOW! 🔥 (comment box) / 00:02–00:05 Me finally craving and ordering my first Dish by Blue Apron pre-made meals at 65% off because spring flavors, plus no cooking and no cleanup? / 00:02–00:05 It was a no-brainer. Real meals, real ingredients, at least 30g of protein and ready in 5 minutes. Free delivery and no subscription. Honestly what was I even waiting for? Visual: 00:02–00:05 The shot shows a woman holding the dish in her hands. She is wearing a red top and has long dark hair. In the background there is an open container with food in it, a glass of sparkling water, and the packaging that shows the macros on the food. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of not having enough time or energy to cook, which leads to craving convenient meal options. # Value propositions - The product offers real meals and real ingredients - The product offers at least 30g of protein in each meal. - The product is ready in 5 minutes, providing a quick meal option. - It saves time and effort for people who don't want to cook. # Benefits - No cooking and no cleanup - Convenient - Quick - Nutritious # Features - Real meals - Real ingredients - At least 30g of protein - Ready in 5 minutes - Free delivery - No subscription # Call to action None used. # Social proof - "Me finally craving and ordering my first Dish by Blue Apron pre-made meals at 65% off because spring flavors, plus no cooking and no cleanup? It was a no-brainer. Real meals, real ingredients, at least 30g of protein and ready in 5 minutes. Free delivery and no subscription. Honestly what was I even waiting for?" – Female 1 (Customer) # Point of view - Customer 100% – The ad is presented from the perspective of a customer who is preparing and eating the food. # Storyline - 00:00–00:05 00:00–00:05 The woman takes a deep breath and says she can't believe this was ready in five minutes. - 00:06–00:09 00:06–00:09 The woman smells the container and says that it smells better than her grandma's cooking. This moment continues the story by adding to the convenience of how great it smells. - 00:10–00:14 00:10–00:14 The screen shows a promotion that says Blue Apron Spring Sale 65% off your first three orders, with the code MARCH65.

# Ad summary This ad features a food content creator showcasing Blue Apron as a way to have amazing meals with no shopping, portioning, or cleaning required. # Brand positioning Blue Apron is presented as the perfect solution for individuals who appreciate cooking but lack the time or energy for the associated prep work. The brand positions itself as a provider of amazing recipes that can be ordered on demand, without any monthly membership or long-term commitment. Blue Apron offers a convenient way to enjoy high-quality meals without the hassle of shopping, portioning, and cleaning, catering to busy individuals who want delicious food without the fuss. # Product The featured product is Blue Apron, a meal delivery service that provides pre-portioned ingredients and recipes for home cooking. The service is for anyone who appreciates home-cooked meals but lacks the time or energy for all the prep work. Blue Apron offers amazing recipes that can be ordered when the customer wants, with no strings attached and no monthly membership. The advertised Blue Apron kit includes grass-fed flank steaks, hot honey biscuits, fresh green beans, shallots, and red bell pepper. The USPs highlighted are convenience, high-quality ingredients, delicious recipes, and flexibility with no subscription commitment. Blue Apron caters to the desire for home-cooked meals without the time commitment for shopping, portioning, and cleaning, addressing the purchase barrier of time and energy constraints. # Visual style The ad features a clean, well-lit visual style. The editing is fast-paced, with frequent cuts to different cooking actions and ingredients. The production quality appears to be a hybrid between UGC and a polished commercial, providing a sense of authenticity while maintaining a high level of visual appeal. The cuts per minute are high, enhancing the energetic feel of the ad. Audio-visual sync is maintained throughout, with cuts and product actions timed to the voiceover. # Hooks Spoken: Here's what I cook when I don't feel like cooking. Text overlay: Here's what I cook when I don't feel like cooking. Visual: 00:00–00:01: Close-up shot of a seasoned steak being placed in a hot pan with oil, held by a hand wearing a black glove. The pan sits on a black stovetop, and the background is out of focus. / 00:01–00:02: Hands holding a clear plastic bag containing a Blue Apron meal kit package. The packaging is light blue and white, labeled "Blue Apron" and "Meal Kit" with the meal name, "Grass-Fed Flank Steaks & Hot Honey Biscuits." Text at bottom: "Keep Refrigerated." # Funnel stage Consideration # Pain points The ad implies that the central pain point is the time, energy, and effort required for meal preparation, including shopping, portioning, and cleaning. "It's the shopping, portioning, cleaning, etcetera that they don't really like." # Value propositions - Blue Apron provides amazing recipes, allowing you to save 65% today, and gives you the ability to order what you want when you want with no strings attached, combining convenience, cost savings, and flexibility. # Benefits - Saves time and energy - Eliminates shopping - Eliminates portioning - Eliminates cleaning - Enjoy amazing meals # Features - Grass-fed flank steaks - Hot honey biscuits - Amazing recipes - On demand ordering - No strings attached - No monthly membership # Call to action Be sure to check it out and use my code to save 65% today. # Social proof - The presenter states "Here's what I cook when I don't feel like cooking," implying firsthand use and satisfaction. # Point of view - Customer 100% – The entire ad is framed from the perspective of a customer and creator, with a casual and testimonial-driven approach. # Storyline - 00:00–00:01 The ad begins by showing steak being cooked in a pan, suggesting a delicious meal. - 00:01–00:03 This is followed by a shot of a Blue Apron meal kit, introducing the brand as a solution for convenient cooking. - 00:03–00:07 The narrator admits that while everyone loves cooking, they dislike the prep work, such as shopping, portioning, and cleaning. - 00:07–00:13 The content creator, despite cooking for a living, reveals that he sometimes lacks the time and energy due to content creation, editing, training, and website building. - 00:13–00:18 The ad transitions to show how Blue Apron solves this problem by providing everything needed for a meal. - 00:18–00:21 The presenter explains that he can pull this off through Blue Apron, showing amazing recipes available to order. - 00:21–00:26 He emphasizes the flexibility and convenience of ordering what you want, when you want, with no strings attached or monthly membership. - 00:26–00:28 The ad ends with a call to action, encouraging viewers to check it out and use the presenter's code to save 65% today.

# Ad summary A woman shares a comment and the benefits of Dish by Blue Apron. # Brand positioning Blue Apron aims to simplify meal preparation with its Dish by Blue Apron service, offering pre-made meals that are ready in minutes. This service caters to individuals seeking convenience without sacrificing quality, providing real meals with real ingredients, a minimum of 30g of protein, and the flexibility of free delivery without subscription commitments. Blue Apron positions itself as a no-brainer solution for busy individuals looking to enjoy flavorful meals without cooking or cleanup. # Product Dish by Blue Apron offers single serving pre-made meals that are ready in five minutes. The meals contain at least 30g of protein. The product features real meals with real ingredients and are sold with free delivery and no subscription. # Visual style The ad has a simple, clean aesthetic with a white background and brightly lit, emphasizing the fresh and appealing presentation of the meal options. The editing is straightforward with static shots, focusing attention on the product and the presenter's message. The overall production quality leans towards a UGC feel, which supports an authentic and relatable tone, making the content accessible and trustworthy for viewers. # Hooks Spoken: 00:01-00:01 [Enthusiastically] Do it! Text overlay: 00:00–00:01 Reply to constance_298599's comment / 00:00–00:01 Should I try Dish? / 00:00–00:01 They look so YUMMY😋 Visual: 00:00–00:01 A vertically-oriented shot with a white backdrop. In the upper left corner is a red sticker with the word “Protein” in white text followed by “32g” and “Calories” over “580” in a smaller text. To the right of this is a comment box with a user icon and text that reads, “Reply to constance_298599’s comment. Should I try Dish? They look so YUMMY😋”. The primary visual field shows two prepared Dish meals. One is a light green pasta dish, and the other includes rice and diced vegetables. The product packaging is visible at the bottom right. A woman with long brown hair stands in front of this display, dancing and gesturing with both hands. # Funnel stage Bottom of funnel (Conversion) # Pain points The central pain point is the desire for a convenient, healthy, and flavorful meal option that eliminates the need for cooking and cleanup, appealing to those who crave home-style meals but lack the time or inclination to prepare them. # Value propositions - Dish by Blue Apron provides real meals, real ingredients, at least 30g of protein, and is ready in 5 minutes. Free delivery and no subscription is provided. - “Me finally craving and ordering my first Dish by Blue Apron pre-made meals at 65% off because spring flavors, plus no cooking and no cleanup?” # Benefits - Me finally craving and ordering my first Dish by Blue Apron pre-made meals at 65% off because spring flavors, plus no cooking and no cleanup? # Features - Real meals - Real ingredients - At least 30g of protein - Ready in 5 minutes - Free delivery - No subscription # Call to action None used. # Social proof - “Should I try Dish? They look so YUMMY😋” – constance_298599 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of someone who enjoys the product. # Storyline - 00:00–00:01 A comment appears on screen from a user asking if they should try Dish? - 00:01–00:06 The woman encourages them to, stating all of the benefits of Dish by Blue Apron. - 00:06–00:07 A screen with the Blue Apron logo and information about their spring sale appears.

# Ad summary An ad promoting Blue Apron's Assemble & Bake meal kits through an influencer who states that they are changing the industry and are a new way to cook at home by removing subscriptions. She also highlights Blue Apron's spring sale where new customers get 65% off their first 3 orders with free delivery. She adds that this deal is only for a limited time, so if you've been on the fence, now is literally the best time to try it. # Brand positioning Blue Apron is a meal kit service that delivers fresh, pre-chopped ingredients and chef-crafted recipes directly to your door. The brand differentiates itself by removing the requirement for a subscription, offering assemble-and-bake options for convenience, and providing light, seasonal choices that don't sacrifice flavor or protein. Blue Apron promotes a premium yet accessible approach to home cooking, simplifying the meal preparation process while ensuring high-quality ingredients and taste. With a focus on convenience and ease, Blue Apron aims to appeal to busy individuals and families seeking healthy, flavorful meals without the hassle of grocery shopping or extensive meal preparation. # Product Blue Apron's Assemble & Bake meal kits are designed to revolutionize home cooking. Each kit includes fresh, pre-chopped ingredients and chef-crafted recipes, allowing users to skip the hassle of grocery shopping and extensive prep work. The kits contain everything needed to quickly assemble a meal, ready to bake in under five minutes. Blue Apron offers a variety of seasonal options that are light yet flavorful, with no commitment. This product is for anyone looking for a convenient and healthy way to enjoy home-cooked meals without the time-consuming aspects of traditional cooking. The ad addresses the pain points of meal kit subscriptions, offering a subscription-free model that aligns with the brand's customer base. # Visual style The ad uses a combination of customer-submitted content, professional-quality shots, and lifestyle imagery to promote the brand. The video is edited with quick cuts and transitions, creating a fast-paced rhythm. The lighting is natural and bright, giving the ad an organic feel. The production quality has a hybrid feel, balancing between authentic UGC and polished commercial aesthetics. # Hooks Spoken: How much do you spend / on groceries each week? Text overlay: I paid hundreds on groceries in a month, so I switched to this / How much do you spend / on groceries each week? Visual: 00:00–00:01: A person holding a microphone stands in front of a freezer with frozen foods. A woman, possibly in her 20s with light skin, is facing the camera while holding up a long receipt. She is wearing a black hoodie with a white top and has a nose ring. / 00:01–00:02: A person holding a microphone stands in front of a freezer with frozen foods. A woman, possibly in her 20s with light skin, is facing the camera. She is wearing a black hoodie with a white top and has a nose ring. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that customers spend too much money and time on groceries and meal prep. # Value propositions - Light and seasonal options that actually feel good to eat without sacrificing the flavor and protein. - 65% off first three orders and free delivery # Benefits - Saves time - Skips the hassles of grocery shopping and meal prep - Healthy - Flavorful - No subscriptions and weekly commitment # Features - Chef-crafted recipes - Fresh, pre-chopped ingredients - Seasonal options - Assemble & Bake # Call to action None used. # Social proof - Several women state how much they spend on groceries each week. - "One company that has really stood out to me in 2026 is Blue Apron with their Assemble & Bake" – Influencer # Point of view - Customer 25% – Several customers share how much they spend on groceries per week to introduce the problem. - Brand 75% – The influencer explains the brand’s value proposition and highlights various meal options. # Storyline - 00:00–00:02 The ad starts with a general hook, polling the audience on how much they spend on groceries each week. - 00:02–00:08 Following up on the hook, the ad then cuts to a variety of women of different ages and ethnicities reporting how much they spend on groceries each week. - 00:08–00:12 Next, the ad transitions to an influencer who states "This meal delivery service is changing the industry by removing subscriptions entirely." - 00:13–00:16 The influencer then claims that meal kits have been around for years, but that the model has barely evolved until now. - 00:16–00:22 The influencer claims that the company that has really stood out to her in 2026 is Blue Apron with their Assemble & Bake meal kits. - 00:22–00:32 The influencer then says that the meal kits are a new way to cook at home that skips all the hassle that people complain about, showing ingredients going into a pan. - 00:32–00:39 The influencer states that with spring here, they're dropping light, seasonal options that actually feel good to eat without sacrificing the flavor and protein, showing the ingredients and chicken going into a pan. - 00:39–00:42 The influencer states to order whatever you want, no subscriptions, and no weekly commitment, showcasing a pan in the oven. - 00:42–00:51 The influencer states that with their spring sale, they're giving new customers 65% off their first 3 orders with free delivery, which is kind of unheard of for a premium food service. - 00:51–00:57 The influencer then claims that this deal is only for a limited time, so if you've been on the fence, now is literally the best time to try it, as she plates the final result. - 00:57–01:05 She then goes on to say that there are plenty of meal delivery options out there, but that nearly nothing combines chef-crafted recipes with zero prep the way Assemble & Bake does.

# Ad summary This ad features a creator reviewing Blue Apron pre-made meals. # Brand positioning Blue Apron's positioning in this ad revolves around convenience and health-conscious eating, tailored for individuals who want home-cooked meals without the hassle of extensive cooking or cleanup. The brand aims to occupy a space in the consumer's mind as a provider of quick, easy, and nutritious meal options, aligning with a busy lifestyle that prioritizes health and flavor. The ad promotes a functional approach by highlighting the product's time-saving aspect, real ingredients, and high protein content, while also appealing to the emotional desire for spring flavors and no-fuss meal preparation. # Product The product featured in the ad is Dish by Blue Apron, pre-made meals that are ready in 5 minutes. These meals are presented as a convenient alternative to takeout, offering real meals with real ingredients and at least 30g of protein. The ad highlights the 'spring flavors' and the absence of cooking or cleanup as unique selling points. It addresses the purchase barriers of time and effort by emphasizing the 5-minute prep time and the inclusion of free delivery and no subscription requirement. The meals are marketed toward individuals who crave flavorful, healthy meals but lack the time or inclination for traditional cooking. # Visual style The ad has a UGC feel, with a bright, clean aesthetic achieved through consistent lighting. The editing is minimal, relying on static shots to convey information, with one simple hard transition to the promotional screen. The pacing is slow and deliberate, allowing viewers to absorb the information conveyed by the creator. # Hooks Spoken: 00:02–00:04 I can't believe this was ready in 5 minutes. Text overlay: 00:00–00:04 Protein 32g / 00:00–00:04 Calories 580 / 00:00–00:04 Don't buy take-out...until you watch this... / 00:00–00:04 Me finally craving and ordering my first Dish by Blue Apron pre-made meals at 65% off because spring flavors, plus no cooking and no cleanup? It was a no-brainer. Real meals, real ingredients, at least 30g of protein and ready in 5 minutes. Free delivery and no subscription. Honestly what was I even waiting for? / 00:00–00:04 Dish / 00:00–00:04 Sweet & Spicy Sirloin Steak with Rice / 00:00–00:04 Seasoned rice, beef sirloin steak, heat sauce, garlic-herb butter Visual: 00:00–00:04 The camera is stationary, positioned at eye level. The woman, with dark hair and a red tank top, stands in front of a light blue kitchen counter and holds a Blue Apron meal. Behind her, there's a box labeled with nutritional information. To the side, a prepared Blue Apron meal in a container and packaging that says, 'Sweet & Spicy Sirloin Steak with Rice.' # Funnel stage Consideration # Pain points The pain point is the desire for a home-cooked meal without the time and effort required for cooking and cleanup. "Don't buy take-out... until you watch this..." # Value propositions - Spring flavors, plus no cooking and no cleanup? It was a no-brainer. Real meals, real ingredients, at least 30g of protein and ready in 5 minutes. Free delivery and no subscription. - Don't buy take-out...until you watch this... # Benefits - No cooking and no cleanup - Real meals, real ingredients # Features - At least 30g of protein - Ready in 5 minutes - Free delivery and no subscription # Call to action USE CODE: MARCH65 # Social proof - "Me finally craving and ordering my first Dish by Blue Apron...Honestly what was I even waiting for?" – Female 1 (Customer) # Point of view - Customer 100% – The ad is told entirely from the perspective of a customer (creator) reviewing the product. # Storyline - 00:00–00:04 00:00–00:04 A woman is shown in her kitchen, presenting a Blue Apron pre-made meal. She expresses disbelief at how quickly the meal was ready, highlighting the product's convenience. - 00:04–00:09 00:04–00:09 The woman expresses how much better the meal smells than her grandmother's cooking. This is intended to convey how delicious and appealing the food is. - 00:09–00:14 00:09–00:14 A screen displays Blue Apron's spring sale, offering 65% off the first three orders with a specific promotional code. This is a direct call to action encouraging immediate purchase.

# Ad summary The ad opens with a comment from a user requesting meal service recommendations, and responds by listing different Blue Apron meal options available with the text descriptions and related food emojis. The ad ends with a Blue Apron offer and use code for savings on the first three orders. # Brand positioning Blue Apron is presented as a convenient meal service that delivers a variety of delicious, internationally-inspired meals to your door. The brand is positioned as a solution for busy individuals and families who want to enjoy flavorful, diverse meals without the hassle of meal planning and grocery shopping. Blue Apron aims to occupy the space of providing an affordable and healthy alternative to takeout or fast food, with a focus on convenience and a diverse menu. The brand aligns with a modern, health-conscious lifestyle and pushes against the norms of traditional, time-consuming home cooking, leaning into functional benefits. # Product Blue Apron is a meal delivery service offering pre-portioned ingredients and chef-designed recipes delivered to your doorstep. The product is for individuals or families seeking convenient, diverse, and flavorful meal options without the planning and shopping. The ad shows a variety of internationally-inspired meals with descriptive names and food emojis, including Southwestern-Style Beef Brisket & Rice, Pulled Pork Carnitas & Rice Bowl, Chicken & Brown Rice Bowl, Tortellini Chicken Alfredo, Coconut Korma Chicken, Chimichurri Salmon Grain Bowl, and Chicken & Vegetables. The ad suggests that Blue Apron provides options for different tastes and dietary preferences, with fresh ingredients and easy-to-follow recipes. The ad addresses the purchase barrier of cost by offering a "Spring Sale 65% off your first three orders*" with the use code "MARCH65." # Visual style The ad has a UGC feel due to the camera angling towards the ceiling and a finger briefly covering the lens. The editing style consists of quick cuts to list off the different Blue Apron meal options and a static shot for the Blue Apron offer. The production quality appears to be a hybrid, with UGC-style shots combined with professional-looking text overlays. The pacing is fast, with cuts every second to highlight the different meal options. # Hooks Text overlay: 00:00–00:08 / Reply to zac_2967's comment (Comment Box) / any meal service recommendations? 👀 (Comment Box) / Southwestern-Style Beef Brisket & Rice 🥩 / Pulled Pork Carnitas & Rice Bowl 🐷 / Chicken & Brown Rice Bowl 🍚 / Tortellini Chicken Alfredo 🐔 / Coconut 🥥 Korma Chicken / Chimichurri Salmon 🐟 Grain Bowl / Chicken & Vegetables 🥦 Visual: 00:00–00:01: A white comment box with a user's profile image and the text "Reply to zac_2967's comment any meal service recommendations? 👀". Underneath the comment box, a white banner with black text "Southwestern-Style Beef Brisket & Rice 🥩" appears. The camera is pointed towards the ceiling. A person's finger briefly covers the lens. / 00:01–00:02: A white comment box with a user's profile image and the text "Reply to zac_2967's comment any meal service recommendations? 👀". Underneath the comment box, a white banner with black text "Pulled Pork Carnitas & Rice Bowl 🐷" appears. The camera is pointed towards the ceiling. A person's finger briefly covers the lens. / 00:02–00:03: A white comment box with a user's profile image and the text "Reply to zac_2967's comment any meal service recommendations? 👀". Underneath the comment box, a white banner with black text "Chicken & Brown Rice Bowl 🍚" appears. The camera is pointed towards the ceiling. A person's finger briefly covers the lens. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing meal service recommendations from an existing customer. # Value propositions - Convenience: Saves time and effort on meal planning and grocery shopping. - Variety: Offers a range of internationally-inspired meals to suit different tastes. - Affordable: Spring Sale offer of 65% off the first three orders. # Benefits - Convenient meal planning - Diverse and flavorful meals - Easy-to-follow recipes - Saves time on grocery shopping # Features - Variety of meal options - International-inspired flavors - Pre-portioned ingredients - Chef-designed recipes # Call to action USE CODE: MARCH65 # Point of view - Customer 5% – The ad opens with a customer comment. - Brand 95% – The ad is told from the brand's perspective through product displays and promotional messaging. # Storyline - 00:00–00:01 The ad opens with the text of a comment about needing meal service recommendations. - 00:01–00:08 00:01–00:08: The ad then responds to the comment by listing a variety of different Blue Apron meal options with text descriptions and food emojis. - 00:09–00:12 00:09–00:12: The ad finishes by showing the Blue Apron Spring Sale offer of "65% off your first three orders*" with the use code "MARCH65."

# Ad summary This ad promotes Dish by Blue Apron pre-made meals with a special offer of 65% off the first three orders using the code MARCH65. The ad features a woman enthusiastically encouraging viewers to try these meals as an alternative to bland takeout. # Brand positioning Dish by Blue Apron is presented as a convenient alternative to cooking and takeout. The brand aims to occupy a space in the consumer's mind as a provider of quick, easy, and healthy meals that require no cooking or cleanup. It aligns with a lifestyle that values convenience and health, pushing against the norms of time-consuming meal preparation. The brand positioning is both functional (simplicity, speed) and emotional (satisfaction, relief). # Product Dish by Blue Apron offers pre-made meals designed for individuals seeking a convenient and healthy food option. The meals require no cooking and are ready in just 5 minutes. Each meal contains at least 30g of protein and is made with real ingredients. The ad explicitly mentions that the meals are available without a subscription and include free delivery. One featured product is the "Sweet & Spicy Sirloin Steak with Rice," seasoned rice, beef sirloin steak, heat sauce, and garlic-herb butter. # Visual style The ad has a UGC feel with a bright and clean aesthetic. The editing is minimal, with static shots and direct cuts. The overall production quality suggests a blend of scrappy content and polished commercial elements. The pacing is slow, with static shots. # Hooks Spoken: 00:01–00:02: Do it! Text overlay: 00:00–00:02: Before wasting $$ on bland take-out, TRY THIS 🤩 / 00:00–00:02: Me finally craving and ordering my first Dish by Blue Apron pre-made meals at 65% off because spring flavors, plus no cooking and no cleanup? / 00:00–00:02: It was a no-brainer. Real meals, real ingredients, at least 30g of protein and ready in 5 minutes. Free delivery and no subscription. Honestly what was I even waiting for? Visual: 00:00–00:01: A top-down, eye-level shot shows a light blue surface. On the top-left corner is a package of protein with "32g" in bold. A glass of clear water sits at the top center of the frame. To the right is a container with a meal consisting of steak, rice, and broccoli. Below these items, a woman wearing a black shirt and jeans dances. To the right of the woman is a package labeled "Dish Sweet & Spicy Sirloin Steak with Rice". / 00:01–00:02: The camera remains static in a top-down, eye-level shot of a light blue surface. On the top-left corner is a package of protein with "32g" in bold. A glass of clear water sits at the top center of the frame. To the right is a container with a meal consisting of steak, rice, and broccoli. Below these items, a woman wearing a black shirt and jeans dances. To the right of the woman is a package labeled "Dish Sweet & Spicy Sirloin Steak with Rice". # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the frustration of "wasting $$ on bland take-out." # Value propositions - Convenient alternative to bland takeout - Spring Sale with 65% off for first three orders # Benefits - 65% off because spring flavors - No cooking - No cleanup # Features - Pre-made meals - Ready in 5 minutes - At least 30g of protein - Real meals - Real ingredients - Free delivery - No subscription # Call to action None used. # Point of view - Customer 100% – The entire video is conveyed from the perspective of a customer who uses and loves the product. # Storyline - 00:00–00:01 The ad begins with a frame of food and a text overlay addressing the audience's frustration with wasting money on bland takeout. The text is superimposed over a shot of packaged meal containers with product details and nutritional info visible. - 00:01–00:07 Immediately following the frame of food is a woman energetically encouraging viewers to “do it” and try Dish by Blue Apron. - 00:07–00:11 The ad concludes with a text overlay featuring Blue Apron’s Spring Sale offering 65% off the first three orders using the code MARCH65.

# Ad summary A woman uses a comedic POV to introduce the Blue Apron 'Dish' pre-made meal service. She discusses the convenience and the quality of the food before sharing a discount offer with the viewer. # Brand positioning Blue Apron is a brand focused on making cooking more accessible. Their 'Dish' product line is presented as the solution for those who want chef-crafted, restaurant-quality meals without the fuss of cooking or cleanup. The brand positions itself against typical pre-made meals by emphasizing fresh ingredients, high protein content, and the absence of artificial flavors or colors. Blue Apron aims to provide a convenient, healthy, and high-quality alternative for individuals who want to eat well without committing to a subscription. # Product Dish by Blue Apron is a pre-made meal service that provides convenient, ready-to-eat meals. The product aims to provide real, chef-crafted meals that are also light and healthy. Key features include at least 30 grams of protein per meal, zero artificial flavors or colors, and a preparation time of under five minutes. The meals require no cooking or cleanup and are available without a subscription, allowing customers to order as needed without commitment. The product targets individuals seeking a hassle-free, high-quality dining experience with restaurant-quality flavor without sacrificing nutritional value or convenience. # Visual style The ad has a UGC-style feel, with a mix of direct-to-camera shots and overhead product displays. The editing rhythm is quick, with jump cuts between shots to maintain a fast pace. The production quality is a hybrid of polished commercial and casual user-generated content. The visuals are generally bright, and the colors are natural. The audio-visual sync is timed to the voiceover, emphasizing the product's features and benefits. # Hooks Spoken: 00:00–00:02 POV: starving millennial who forgot to buy groceries Text overlay: 00:00–00:02 POV: starving millennial who forgot to buy groceries (Text Overlay) Visual: 00:00–00:02 A first-person POV shot shows a woman with long, dark curly hair wearing a pink long-sleeve shirt and pink athletic shorts. She is kneeling and rummaging through a mostly empty white refrigerator. She stands and throws her hands in the air with a frustrated expression. The background shows a beige wall with a framed cork board, a light wood desk with various items on top, including a vase of pink flowers, and light wood floors. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the frustration of being a "starving millennial who forgot to buy groceries." The ad suggests the feeling of having an empty fridge and the lack of time or energy to cook a proper meal. # Value propositions - Real chef crafted meals: Offers restaurant-quality dining at home. - Ready in under five minutes with no cooking and no cleanup: Provides ultimate convenience. - At least 30 grams of protein and zero artificial flavors or colors: Ensures a healthy and nutritious meal. - No subscription: Gives the freedom to order when desired without commitment. # Benefits - Convenient - Restaurant-quality - Healthy - Hassle-free - Flexible # Features - Real chef crafted meals - Light spring options - At least 30 grams of protein - Zero artificial flavors or colors - Ready in under five minutes - No cooking - No cleanup - No subscription # Call to action None used. # Point of view - Customer 100% – The entire ad is presented through the perspective of a customer who uses and reviews the product, sharing her initial skepticism and ultimate satisfaction. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a "POV: starving millennial who forgot to buy groceries" clip. This establishes the relatable scenario and the frustration of lacking food. - 00:02–00:06 00:02–00:06 The creator breaks the scene to ask why she wasn’t told about Dish by Blue Apron sooner. She begins unboxing a delivery of the product. - 00:06–00:13 00:06–00:13 The creator expresses her initial skepticism towards pre-made meals and suggests they generally have a pretty bad reputation. - 00:13–00:17 00:13–00:17 The creator pivots from skepticism to surprise, demonstrating the high quality and chef-crafted nature of the meals. - 00:17–00:26 00:17–00:26 The creator describes the meals as "light spring options that don't feel heavy." She states that they have "at least 30 grams of protein and zero artificial flavors or colors." - 00:26–00:35 00:26–00:35 The creator highlights the convenience of the product. She says that the meals are "ready in under five minutes with no cooking and no cleanup." She also emphasizes that there is "no subscription," meaning customers can order when they want with no commitment. - 00:35–00:40 00:35–00:40 The creator advertises an offer of "65% off your first three orders plus free shipping." - 00:40–00:43 00:40–00:43 The creator expresses her regret at not having discovered the product sooner.

# Ad summary A woman expresses her disdain for cooking and endorses Dish by Blue Apron as an alternative to cooking, highlighting its convenience, nutritional value, lack of artificial ingredients, and freedom from subscriptions. She also highlights a limited-time discount of 65% off the first three orders plus free shipping. # Brand positioning Blue Apron's Dish service is positioned as a convenient solution for individuals who dislike cooking but still want access to high-quality, chef-crafted meals. It offers a streamlined approach, eliminating the need for meal preparation and cleanup. Dish aims to occupy a space in the consumer's mind as a convenient and nutritious alternative to traditional meal preparation. It emphasizes convenience, variety, and quality ingredients. The brand aligns with a modern lifestyle, catering to people who seek to balance healthy eating with busy schedules. The brand differentiates itself from typical pre-made meals by offering fresh chef-crafted meals with no artificial flavors or colors. # Product Dish by Blue Apron offers single-serving, ready-to-heat meals delivered directly to consumers. These chef-crafted meals are designed for people who want a convenient and nutritious alternative to cooking. The meals contain at least 30 grams of protein and zero artificial flavors or colors, and they are ready in under five minutes with no cooking or cleanup required. One major USP is the lack of a subscription requirement, allowing consumers to order when they want without commitment. Various options are shown, including Cheese Enchiladas & Salsa Verde, Teriyaki Salmon Grain Bowl, Four-Cheese Enchiladas with Rice, Chorizo Pasta & Romesco Sauce, Egg Noodles with Beef Meatballs, and Pesto Salmon & Orzo. # Visual style The ad uses a blend of casual, user-generated content (UGC) and polished commercial elements to create a relatable and trustworthy tone. The editing style features quick cuts to maintain viewer engagement and synchronize with the audio. The ad incorporates both static shots and dynamic movements to highlight product details and user experience. The production quality appears to be a hybrid, combining authentic, on-the-go filming with carefully framed shots. The pacing is fast, with numerous cuts per minute, enhancing the ad's energy and holding the audience's attention. # Hooks Spoken: 00:00–00:02 [Enthusiastic] If you hate cooking like me, watch this. Text overlay: 00:00–00:02 If you hate cooking like me, watch this: Visual: 00:00–00:01 A medium, handheld shot shows a room in disarray. In the background is a light-beige wall with a bulletin board and a framed orange painting. A small wooden table and a high chair are also visible. In the foreground, a dark-skinned woman with long black hair, wearing a bright pink shirt and bright pink shorts, is shown bent over as she looks inside of a bottom freezer drawer. She then stands up and throws her hands in the air, looking annoyed. / 00:01–00:02 The shot zooms in and cuts to an interface on a smartphone screen. The screen displays a Blue Apron menu and search functionality. The video is overlaid with the image of a light-skinned woman with dark hair and eyes, wearing a striped shirt and green cardigan. She looks directly at the camera and shrugs. # Funnel stage Bottom of funnel (Conversion) # Pain points The primary pain point is the dislike of cooking, as expressed in the line "If you hate cooking like me, watch this." This frustration is visually reinforced by the woman throwing her hands up in the air in the opening scene. # Value propositions - Chef-crafted meals that are quick and easy to prepare, providing a convenient and high-quality alternative to cooking - High protein content and no artificial ingredients, offering a nutritious and healthy meal option - No subscription required, allowing flexibility and freedom to order only when needed # Benefits - Convenience - Time-saving - Nutritious - Easy - No commitment # Features - Chef-crafted meals - Ready in under 5 minutes - No cooking required - No cleanup required - At least 30 grams of protein - Zero artificial flavors or colors - No subscription required # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a relatable customer sharing her personal experience with the product. # Storyline - 00:00–00:02 00:00–00:02 A woman opens her freezer, then throws her hands up in the air, expressing her dislike for cooking. This is intended to connect with viewers who share her frustration. - 00:02–00:05 00:02–00:05 The woman expresses surprise that she hasn't been told about Dish by Blue Apron sooner. This creates curiosity and positions the product as a desirable solution to a common problem. - 00:05–00:07 00:05–00:07 She expresses skepticism about pre-made meals and states that she was skeptical before using them herself. This builds trust by addressing a common consumer concern. - 00:07–00:11 00:07–00:11 The woman explains that pre-made meals have a pretty bad reputation of being kind of gross. This acknowledges a common consumer concern. - 00:11–00:17 00:11–00:17 She expresses her surprise at the high quality and chef-crafted nature of Dish by Blue Apron. This highlights the product's superior quality compared to typical pre-made meals. - 00:17–00:20 00:17–00:20 She highlights that Dish by Blue Apron offers light spring options that don't feel heavy. This emphasizes the health-conscious aspect of the product. - 00:20–00:25 00:20–00:25 The woman points out the nutritional benefits, stating that the meals contain at least 30 grams of protein and zero artificial flavors or colors. This further reinforces the health benefits and appeals to health-conscious consumers. - 00:25–00:29 00:25–00:29 She highlights the convenience of Dish by Blue Apron, noting that the meals are ready in under five minutes with no cooking and no cleanup. This emphasizes the product's convenience and time-saving benefits. - 00:30–00:34 00:30–00:34 The woman emphasizes that there is no subscription required, which allows consumers to order when they want with no commitment. This addresses a common consumer concern about being locked into recurring services. - 00:35–00:39 00:35–00:39 The woman announces a limited-time offer of 65% off the first three orders plus free shipping. This incentivizes immediate purchase and creates a sense of urgency. - 00:39–00:42 00:39–00:42 She expresses her wish that she'd known about Dish by Blue Apron sooner. This reinforces her positive experience and encourages viewers to try the product. - 00:42–00:47 00:42–00:47 Final screen showing the Blue Apron Spring Sale offer of 65% off the first three orders. This provides a clear call to action and encourages viewers to take advantage of the offer.

# Ad summary This ad promotes Blue Apron's Assemble & Bake meal kits, highlighting their convenience and the lack of subscription requirements. It features a creator who discusses the benefits of the service, emphasizing the fresh, pre-chopped ingredients and easy assembly. The ad also showcases a limited-time spring sale offering a discount for new customers. # Brand positioning Blue Apron is presented as a premium meal kit service that prioritizes convenience and flexibility, setting itself apart from traditional subscription-based models. The brand aligns with a lifestyle that values both healthy, home-cooked meals and time-saving solutions. It pushes against the norm of mandatory subscriptions, emphasizing the freedom to order what you want, when you want, with no weekly commitment. Blue Apron positions itself as innovative within the meal kit category, offering chef-crafted recipes with near-zero prep time, blending functional convenience with the emotional satisfaction of a delicious, home-cooked meal. # Product Blue Apron Assemble & Bake meal kits provide fresh, pre-chopped ingredients and chef-crafted recipes for home-cooked meals with minimal preparation. They are designed for individuals and families who want to enjoy a nutritious and flavorful meal without the hassle of extensive grocery shopping, chopping, or meal planning. The kits offer a variety of options, including light seasonal choices, and address the common pain points of meal prepping and cooking at home. A key USP is the elimination of subscriptions, allowing customers to order whenever they want without a weekly commitment. The kits are advertised as taking under 5 minutes to prep, with the oven doing the rest of the work, making them worth trying for their convenience and time-saving benefits. # Visual style The ad has a UGC-feel with polished commercial elements. The editing style features quick cuts, smooth transitions, and jump cuts to maintain a fast pace. The production quality is a hybrid of user-generated content and professional commercial, which supports the intended tone of relatable convenience. The ad uses a consistent editing rhythm, with cuts timed to music beats or voiceover lines, enhancing the overall audiovisual sync. # Hooks Spoken: 00:00–00:01 What's the hardest part about meal prepping? Text overlay: 00:00–00:02 Feeling lazy to cook? Watch this / 00:00–00:01 What's the hardest part / 00:01–00:02 about meal prepping? Visual: 00:00–00:01 A woman with dark hair pulled back by a black headband stands outside in front of greenery. She is wearing a white top. The camera is at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points The ad opens by directly referencing the common frustration of meal prepping, in general. It refers to "Feeling lazy to cook?" and then asks, "What's the hardest part about meal prepping?" # Value propositions - Assemble & Bake: Combines chef-crafted recipes with zero prep. - Fresh pre-chopped ingredients: All you have to do is assemble everything onto a pan. - Light seasonal options that actually feel good to eat without sacrificing the flavor and protein. - No subscriptions, no weekly commitment: Order whatever you want # Benefits - Skips all the hassle - Feels good to eat without sacrificing the flavor and protein. - No subscriptions, no weekly commitment. - 65% off their first 3 orders with free delivery - Combines chef-crafted recipes with zero prep # Features - Assemble & Bake - Fresh pre-chopped ingredients - Light seasonal options - Chef-crafted recipes - Zero prep # Call to action None used. # Social proof - "Knowing what you wanna eat for the day." – Male 1 (Customer) - "Deciding on what I wanna eat." – Female 2 (Customer) # Point of view - Customer 15% – The ad begins with quick interviews with people answering the same question. - Brand 85% – A content creator is informing the viewer about Blue Apron's value proposition. # Storyline - 00:00–00:01 00:00–00:01 What's the hardest part about meal prepping? This opens with a question to the audience, presenting a common frustration in meal preparation. It sets the stage for the product as a potential solution. - 00:02–00:04 00:02–00:04 Knowing what you wanna eat for the day. The first respondent answers the question that what they struggle with is planning what to eat for the day. - 00:05–00:05 00:05–00:05 Deciding on what I wanna eat. The second respondent answers the question that what they struggle with is deciding what to eat. - 00:06–00:10 00:06–00:10 This meal delivery service is changing the industry by removing subscriptions entirely. The creator introduces the meal delivery service as a solution to the aforementioned problems. - 00:11–00:15 00:11–00:15 Meal kits have been around for years but the model has barely evolved until now. One company that has really stood out to me in 2026. The creator explains the traditional meal kit format. - 00:17–00:20 00:17–00:20 is Blue Apron with their Assemble & Bake. The creator introduces Blue Apron as a meal delivery service. - 00:20–00:23 00:20–00:23 It's a new way to cook at home that skips all the hassle that people complain about. The creator explains the unique selling point of Blue Apron being a hassle free way to cook. - 00:23–00:30 00:23–00:30 You get fresh pre-chopped ingredients and literally all you have to do is assemble everything onto a pan. Prep takes under 5 minutes and the oven does the rest. The creator demonstrates the preparation and cooking process of the meal kit. - 00:31–00:37 00:31–00:37 And with spring here, they're dropping light seasonal options that actually feel good to eat without sacrificing the flavor and protein. The creator highlights the benefits of the seasonal options, emphasizing taste and nutritional value. - 00:37–00:40 00:37–00:40 Order whatever you want, no subscriptions, no weekly commitment. The creator emphasizes the freedom and flexibility of ordering without a subscription. - 00:41–00:54 00:41–00:54 And right now with their Spring Sale, they're giving new customers 65% off their first 3 orders with free delivery which is kind of unheard of for a premium food service. This deal is only for a limited time, so if you've been on the fence, now is literally the best time to try it. The creator introduces the Spring Sale, and encourages the audience to order. - 00:55–01:03 00:55–01:03 There are plenty of meal delivery options out there, but nearly nothing combines chef-crafted recipes with zero prep the way that Assemble & Bake does. The creator reiterates the superiority of Blue Apron compared to its competitors.

# Ad summary This ad promotes Blue Apron's Assemble & Bake meals. The ad begins by asking two women how they feel about cooking, which leads into a testimonial from another woman who uses Blue Apron to simplify her cooking process. She highlights the convenience of pre-chopped ingredients and the ease of simply throwing everything on a pan and letting the oven do the rest. The ad concludes by advertising a Spring Sale offering 65% off the first three orders and free delivery. # Brand positioning Blue Apron is presented as a convenient solution for busy individuals or families who enjoy home-cooked meals but struggle with the time and effort required for meal planning, grocery shopping, and food preparation. The brand offers pre-portioned ingredients and easy-to-follow recipes. Blue Apron aims to occupy the space of accessible gourmet in the consumer's mind, providing an experience that pushes against the norms of time-consuming meal preparation. The brand is positioning itself as a functional solution to reduce friction in the cooking process without sacrificing quality or flavor. The brand promotes an efficiency-based lifestyle for people who may want healthy and well-made food without the hassle. # Product Blue Apron Assemble & Bake meals are pre-portioned meal kits designed for convenient home cooking. Each kit includes fresh, pre-chopped ingredients and recipes for quick assembly and baking. These meals are presented as a solution for those who find it hard to cook due to time constraints or other responsibilities. Blue Apron Assemble & Bake meals require no grocery runs, no subscription, and no weekly commitment. The main USP is its convenience and ease of use, requiring minimal effort in preparing a full meal. The ad addresses the purchase barriers of time investment and commitment, highlighting that the product simplifies the cooking process and eliminates the need for long-term subscriptions. # Visual style The ad combines a UGC-style interview with polished commercial-style shots. The editing style includes quick cuts to maintain a fast pace and keep the viewer engaged. The production quality is a hybrid, blending casual interview footage with professionally lit and styled shots of the product and its preparation. This mix supports the intended tone of authenticity and reliability, appealing to a broad audience seeking both convenience and quality. The pacing is moderate, with consistent cuts that follow the rhythm of the voiceover, keeping the energy high throughout the ad. # Hooks Spoken: Woman 1: If you like to cook, what's like the hardest part about it? Text overlay: Busy moms, watch this before cooking 👩‍🍳 Visual: 00:00–00:01: Two women stand outside on a sunny day next to a street with grass and trees in the background and a mountain in the distance. The woman on the left is Asian, around 20-30 years old, and wearing a navy blue shirt and black pants. She holds a microphone and has long black hair. The woman on the right is Black, around 20-30 years old, and wearing a black tracksuit. She has curly black hair and is holding a bag of veggie straws and her keys. # Funnel stage Consideration # Pain points It's hard to cook when taking care of an 80-month old son. – Woman 2 # Value propositions - Blue Apron's Assemble & Bake allows you to cook even when taking care of an 80-month-old son - The offer of 65% off your first 3 orders plus free delivery, reduces friction when purchasing the item # Benefits - No grocery runs - No subscription - No weekly commitment # Features - Fresh, pre-chopped ingredients # Call to action None used. # Social proof - "Yeah, that used to be me too. But then I found Blue Apron's Assemble & Bake and honestly? It changed everything" – Woman 3 # Point of view - Customer 65% – The ad features two customers sharing their personal experiences and opinions about the product, adding authenticity and relatability. - Brand 35% – The brand POV is communicated through the presenter sharing product benefits and a call to action for a limited-time offer. # Storyline - 00:00–00:01 The ad opens with a woman interviewing another woman outside. - 00:00–00:01 The first woman asks the second woman, "If you like to cook, what's like the hardest part about it?" - 00:00–00:01 This moment serves to introduce the topic and set up the central question of the ad. - 00:02–00:04 The second woman replies that it's hard to cook when she is taking care of her 80-month old son. - 00:02–00:04 This identifies the target demographic and the core pain point the ad will address. - 00:04–00:06 The ad cuts to a woman inside eating at a table. She says, "Yeah, that used to be me too." - 00:04–00:06 This moment serves as a relatable statement from someone who has experienced a similar issue. - 00:06–00:09 She then holds up a Blue Apron recipe card while stating that she found Blue Apron's Assemble & Bake and it changed everything. - 00:06–00:09 This marks the introduction of the product as a solution. - 00:09–00:13 The woman displays and describes the product's key features, including the fresh, pre-chopped ingredients, and the easy preparation method of simply throwing everything on a pan and letting the oven do the rest. - 00:14–00:17 The woman continues stating that Blue Apron involves no grocery runs, no subscription, and no weekly commitment. - 00:14–00:17 She highlights the flexibility and convenience of the product, addressing common barriers to meal kit services. - 00:17–00:21 The woman holds up her phone to show the Blue Apron interface and says that Blue Apron is running a Spring Sale where you get 65% off your first three orders plus free delivery. - 00:21–00:23 She then adds, "If you've been putting off cooking because it takes too long, this is your sign." - 00:21–00:23 This provides a compelling offer and encourages viewers to take immediate action, reinforcing the product's convenience and addressing the audience's pain point. - 00:23–00:28 The ad ends with a call to action offering the discount and free shipping.

# Ad summary A creator makes the choice of which pre-made Dish by Blue Apron to eat. The ad also mentions a spring sale for 65% off your first three orders when using the code MARCH65. # Brand positioning Dish by Blue Apron is presented as a convenient solution for ready-to-eat meals that require no cooking, only heating. The brand focuses on ease and accessibility, offering a variety of cuisines and meals that fit into an on-the-go lifestyle. The brand aims to provide convenience for people looking to save time. The ad also presents a cost-saving opportunity, suggesting it is more economical to eat at home and that they provide up to 19 free meals. # Product Dish by Blue Apron is a service that provides ready-to-eat meals that need no cooking or preparation beyond heating. The food options advertised include Pesto Salmon & Orzo, Enchiladas Verdes, and Sausage & Four-Cheese Ravioli. This product is implied to be designed for individuals looking to save time and effort on meal preparation, and is advertised as potentially offering up to $195 in savings and up to 19 free meals. # Visual style The ad is shot in a simple, TikTok-style format. It features static shots. The production quality is relatively polished. The pacing is moderate, with quick cuts to emphasize the various meals that are available. # Hooks Text overlay: 00:00–00:02 Reply to zac_2967's comment (comment bubble) / 00:00–00:02 Which pre-made meal do I eat today? 🧐 (comment bubble) Visual: 00:00–00:02: A fair-skinned young woman with brown hair pulled back and wearing a brown top and a tan jacket and pants stands outside near a wall with diagonally arranged wood panels. A comment bubble appears at the top of the frame. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies that preparing meals can be time-consuming and expensive. "Which pre-made meal do I eat today?" # Value propositions - Convenience through ready-to-eat meals - Potential cost savings # Benefits - Save time - Up to $195 in savings - Up to 19 free meals # Features - Ready-to-eat meals - No cooking # Call to action Go grab yours! # Social proof - "Which pre-made meal do I eat today?" - zac_2967 (Customer) # Point of view - Customer 100% – The ad is presented as a TikTok by a customer, showcasing the food and deal. # Storyline - 00:00–00:02 The ad begins with a comment reading, "Which pre-made meal do I eat today?". - 00:02–00:02 The creator then considers which meal to eat. - 00:03–00:05 The creator points to the side as text overlays pop up to showcase the various dishes that are available. - 00:05–00:07 The creator points up again as text overlays reveal the savings available. - 00:06–00:07 A PSA is presented on the screen: "The first 3 Dish by Blue Apron orders are 65% off. Go grab yours!" - 00:07–00:12 The ad shows a graphic promoting Blue Apron's Spring Sale, which offers 65% off the first three orders when using the code MARCH65.

# Ad summary This ad promotes Blue Apron's Assemble & Bake meal kit service, highlighting its convenience and subscription-free model. The ad features a creator who emphasizes the ease of preparing chef-crafted recipes with pre-chopped ingredients, requiring minimal prep time. It also mentions a limited-time offer of 50% off the first two orders with free delivery, positioning Blue Apron as a premium yet accessible meal delivery option. # Brand positioning Blue Apron is presented as an innovative meal delivery service that is evolving the home cooking experience. The brand is positioned as a premium food service that offers chef-crafted recipes with the convenience of pre-chopped ingredients and minimal prep time. Blue Apron differentiates itself by removing the subscription model, allowing customers to order whenever they want without a weekly commitment. The brand aligns with a lifestyle that values high-quality meals and convenience, pushing against the norm of time-consuming meal preparation and rigid subscription plans. # Product Blue Apron's Assemble & Bake is a meal kit service that provides fresh, pre-chopped ingredients and chef-crafted recipes for easy home cooking. The product is designed for individuals who want to enjoy high-quality meals without the hassle of extensive meal preparation. The key features include no subscription required, allowing customers to order whenever they want, and minimal prep time, with most meals ready to assemble in under 5 minutes. The service addresses the pain point of time-consuming meal prep by providing pre-chopped ingredients and easy-to-follow recipes. The ad highlights the convenience of assembling the meal on a pan and letting the oven do the rest, making it an appealing option for those seeking a quick and delicious home-cooked meal. # Visual style The ad has a hybrid aesthetic, blending a UGC feel with polished commercial elements. The editing style includes quick cuts and static shots, maintaining a consistent pace throughout the video. The production quality is a mix of casual, home-style visuals and professional product shots, which supports the intended tone of accessibility and convenience. The audio-visual sync is well-coordinated, with cuts and text timed to the voiceover lines. # Hooks Spoken: 00:00–00:02 The future of meal delivery services. Text overlay: 00:00–00:02 The future of meal delivery services Visual: 00:00–00:02 A medium shot of a man with a beard and dark hair, wearing a black t-shirt, speaking directly to the camera. He is positioned in the lower-left corner of the frame. Behind him is a partially opened Blue Apron box on a tiled surface. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of time-consuming meal preparation. "Skips all the hassle that people complain about." # Value propositions - Convenient home cooking with fresh, pre-chopped ingredients - Chef-crafted recipes with minimal prep time - Flexible ordering without a subscription - 50% off first two orders with free delivery # Benefits - Skips all the hassle that people complain about - Prep takes under 5 minutes - Oven does the rest - Order whenever you want - No weekly commitment # Features - Fresh, pre-chopped ingredients - Chef-crafted recipes - No subscription required - Assemble & Bake # Call to action None used. # Point of view - Brand 80% – The brand's perspective is communicated through the creator who is promoting the product and highlighting its features and benefits. - Customer 20% – The customer's perspective is shown through the woman assembling the meal kit. # Storyline - 00:00–00:02 The ad begins with the creator introducing the concept of the future of meal delivery services, setting the stage for a new approach to home cooking. - 00:02–00:07 The creator states that this meal delivery service is changing the industry by removing subscriptions entirely, highlighting a key differentiator from traditional meal kit services. - 00:07–00:11 The creator acknowledges that meal kits have been around for years, but their model has barely evolved, setting up the contrast with Blue Apron's innovative approach. - 00:11–00:19 The creator introduces Blue Apron with their Assemble & Bake, emphasizing it as a new way to cook at home that skips all the hassle that people complain about, positioning it as a convenient solution. - 00:19–00:25 The creator highlights that you get fresh, pre-chopped ingredients that all you have to do is literally assemble it on a pan, reinforcing the ease and convenience of the service. - 00:25–00:27 The creator notes that prep takes under 5 minutes and the oven does the rest, further emphasizing the minimal effort required. - 00:27–00:31 The creator explains that you can order whenever you want, no subscription, no weekly commitment, reinforcing the flexibility of the service. - 00:31–00:37 The creator mentions that right now, they're giving users 50% off their first two orders with free delivery, which is kind of unheard of for a premium food service, adding an incentive to try the service. - 00:37–00:46 The creator states that there are plenty of meal delivery options out there, but nothing really combines chef-crafted recipes with near-zero prep the way Assemble & Bake does, positioning Blue Apron as a unique offering. - 00:46–00:52 The creator acknowledges that some people genuinely like chopping, prepping, spending hours in the kitchen, but contrasts this with the convenience that Blue Apron offers for those who don't. - 00:52–00:56 The creator concludes by stating that home cooking is evolving fast, and Blue Apron is one of the companies leading the shift, reinforcing the brand's innovative position.