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Droga5, Director Paolo Morabito Bring Home The Transformative Power Of Cooking For Blue Apron

By

Robert Goldrich
Monday, Jan. 15, 2018

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Blue Apron, known for delivering memorable cooking experiences to home cooks across the country, launched its latest integrated marketing campaign titled “What Cooking Can Do” in collaboration with agency Droga5 New York.

The new campaign includes five different stories featured on their respective day of the week (Monday-Friday) in both offline and online channels. Each story highlights a relatable moment that reflects how different people, with different lifestyles, transform a day by deciding to cook with Blue Apron.

For this “Tuesday” spot, we meet two siblings who use cooking with Blue Apron to celebrate their mom’s promotion. She comes back home from work to find a lovely meal on the table--marking her being made a manager, and her son’s “promotion” to being a grown-up.

“With this new campaign, we wanted to celebrate that a Blue Apron meal experience is not just about what you are able to cook, it’s who you become when you do,” said Juliana Cobb, group creative director, Droga5. “It’s about the way cooking empowers you to change a moment, a mood, or sometimes the course of an entire day.”

All the spots in the campaign were directed by Paola Morabito of Knucklehead.

Credits

Client Blue Apron Agency Droga5 NY David Droga, creative chairman; Ted Royer, chief creative officer; Neil Heymann, executive creative director; Juliana Cobb, group creative director; Ben Grube, Brian Eden, associate creative directors; Abe Chuang, copywriter; Karly Brooks, jr. copywriter; Candice Drakeford, jr. art director; Jaymes Barone, sr. designer; Sally-Ann Dale, chief creation officer; Jesse Brihn, Bryan Litman, co-directors of film production; Ruben Mercadal, associate director of film production; Alen Grebovic, sr. producer; Carlos Valdivia, associate producer; Mike Ladman, music supervisor. Production Knucklehead Paola Morabito, director; Sharone Meir, DP; Tim Katz, executive producer/line producer; Catriona Irving, production manager. Editorial WAX Editorial Stephen Jess, Jason Sager, editors; Drew Blake, assistant editor; Toni Lipari, exec producer; Annabelle Cuthbert, producer. Postproduction MPC Jesse Kurnit, exec producer; Catherine Fisher, producer; Jean Clement, colorist. Music Walker Audio Heard City Mike Vitacco, mixer.

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