Place interactive mechanical bears that yell at you like a real chef throughout Chicago, New York, San Francisco, and Los Angeles. End with a blue apron cook-off and a virtual reality experience.

Idea

Insight

In today's fast-paced digital age, individuals crave two things: simplicity in tasks and high-quality entertainment. As meal kit demands intersect with binge-watching trends, Blue Apron has an opportunity. Merging culinary aspirations of our audience with the drama of 'The Bear' can create a potent mix of experien-tial marketing, heightened by the pull of pop culture.

Objective

When you think of Blue Apron, do you immediately associate it with gourmet meals that only a certain demographic can afford?We want to break that stereotype and have come up with a series of media advertisements and guerilla marketing tactics to increase brand awareness.

Our campaign centers around empowering you with the knowledge of where to start cooking and how to do it. We want to provide guidance for those who may not know where to begin in the kitchen.

Audience

Blue Apron's current audience consists of 39.66% male and |60.34% female visitors. The majority of visitors to their landing page are aged between 25 and 34 years old.

However, Blue Apron's primary target audience is busy professionals and families who desire to cook fresh meals at home but face difficulties in planning, shopping, and preparing ingredients due to lack of time, resources, or even knowledge.

Element of Surprise and Intrigue

The bear in the blue apron cooking, each bib reads 1/4 of a recipe, caption revealing just enough to keep the tease mysterious, and a CTA tagline/relevant hashtags related to the campaign.

Sparking media intrigue has always relied on the element of surprise. Rather than spilling all the details, creative tactics are used to tease the audience and give them a “sneak peek” or “Tease”.

Bear Hunt


What are you? …
An idiot sandwich!?!

Wheres the
lamb sauce!?

To get the recipes that will be used in the cook-off, locate all the bears and get yelled at, share your experience and tag your photo with our Geo-Tag!

Wanna get yelled at like a real chef?

Clues leading to recipe fragments will be spread city-wide. Participants Engage and face mechanical bears with Chef Carmen The Bear’s fiery feedback and hunt down & unravel the TV shows recipes. As well, those successful not only receive recipes, an exclusive Blue Apron, discounts but also become part of an elite community that conquered the culinary chase.

Your a donkey!!

My gran could do better!

Gain Cooking Experience with Virtual Reality

Imagine stepping into the shoes of Carmen, the main character from “The Bear”.

With our VR cooking game, you're not just cooking; you are performing in a culinary drama. Set in the intense kitchen of “The Bear,” users pick their favorite season and interact with Blue Apron's meal kits to recreate iconic dishes from the show.

Beyond showcasing this at our cook-off events, the game will be available for personal VR devices and promises to evolve your cooking experience level, all while at home. It's not just about the food; it's about taking away any insecurities, boosting morale, learning from the best, feeling the rush, the drama, the achievement of culinary excellence, and empowering cooks all over with confidence

The Blue Apron Cook-Off

This summer, we're bringing the kitchen drama to the heart of four major cities. Our "Blue Apron Cook-Off" is not just any contest. Participants, armed with a Blue Apron box, will showcase their culinary flair, influenced by the recipes of “The Bear”.

With the charm of local chefs judging and the thrill of time-constrained challenges, this event is poised to be a social media sensation. Through partnerships with Hulu, influencers, and leveraging the fandom of 'The Bear', we aim to make #BlueApronBearHunt the trending topic of the summer.


why it works

Our campaign seamlessly fuses the allure of drama with the joy of cooking and pop culture. By transporting the theatrical tension of “The Bear” into real-world cooking challenges and virtual realities - through taste, technology, and television, we're offering an unmatched experience, no matter your experience.

Experiential marketing, coupled with the universality of food and drama, ensures our campaign marinates with a broad audience. We're not just selling meal kits; we're selling memorable, share-worthy experiences.


DALL·E 2023-10-29 14.10.54 - Wide-angle shot of Washington Square Park with its renowned arch and fountain in the backdrop. Dominating the scene, a life-sized mechanical Grizzly b.png
DALL·E 2023-10-29 14.37.45 - Photo of a lively New York City cafe terrace. Tables are set up with people enjoying their coffee and conversations. Nestled among them is a lifelike .png
DALL·E 2023-10-29 14.37.47 - Wide-angle shot capturing the iconic New York subway platform. Commuters wait for the train, engrossed in their devices or books. Among them, a lifeli.png
DALL·E 2023-10-29 14.40.42 - Wide-angle shot capturing the iconic New York subway platform. The underground ambiance is punctuated by fluorescent lighting and subway ads. Commuter.png
DALL·E 2023-10-29 18.51.24 - Wide-angle shot of a vibrant New York street corner. People are crossing the street, chatting, and going about their day. Positioned among them is a G.png
DALL·E 2023-10-29 18.51.25 - Photo of a New York City sidewalk bustling with pedestrians. Among them stands a mechanical Grizzly bear statue, roughly human-sized but slightly tall.png
DALL·E 2023-10-29 18.57.03 - Photo capturing a lively New York City street, with the hustle of pedestrians and the distant hum of traffic. Among the crowd stands a mechanical Griz.png
DALL·E 2023-10-29 18.57.07 - Wide-angle shot of a typical New York street scene, with people walking, vendors setting up stalls, and buildings framing the scene. Positioned among .png
DALL·E 2023-10-29 18.59.28 - Wide-angle shot of a typical New York sidewalk. People chat, walk, and go about their business. Nestled among them is a Grizzly bear statue, slightly .png
DALL·E 2023-10-29 18.59.34 - Photo of a New York City street filled with pedestrians, bicycles, and parked cars. Amidst the daily bustle, a mechanical Grizzly bear statue stands, .png
DALL·E 2023-10-29 18.59.52 - Wide-angle shot of a typical New York street corner. People wait at a crosswalk, cars pass by, and the energy of the city is palpable. Right on the si.png
DALL·E 2023-10-29 18.59.56 - Photo capturing a bustling New York City street with pedestrians, shops, and vehicles. Among the crowd, a human-sized mechanical Grizzly bear, slightl.png
DALL·E 2023-10-29 19.00.30 - Photo of a vibrant New York City street scene, with pedestrians, shops, and city life in full swing. Among the crowd, a mechanical Grizzly bear statue.png
DALL·E 2023-10-29 19.00.32 - Wide-angle shot of a typical New York City sidewalk. People walk, chat, and go about their day. Amidst them, a mechanical Grizzly bear statue, just a .png
DALL·E 2023-10-29 19.01.16 - Photo capturing a busy New York City street, with pedestrians, bicycles, and the distant silhouette of skyscrapers. Amidst the crowd, a mechanical Gri.png
DALL·E 2023-10-29 19.01.24 - Photo capturing a vibrant New York City street scene with people walking, cafes lining the sidewalks, and the distant hum of traffic. Among the pedest.png
DALL·E 2023-10-30 01.12.55 - Hyper-realistic photo of a bustling street in downtown Chicago. The city's iconic skyscrapers loom in the background, and pedestrians of diverse desce.png
DALL·E 2023-10-30 01.25.50 - Photorealistic image capturing a scenic view of San Francisco's famous Lombard Street, known for its sharp curves. Cars navigate the zigzagging road, .png
DALL·E 2023-10-30 01.25.55 - Photorealistic shot of San Francisco's bustling Fisherman's Wharf. The bay, boats, and seafood stalls create a vibrant atmosphere. Visitors of diverse.png
DALL·E 2023-10-30 01.47.18 - Photorealistic image of the iconic Golden Gate Bridge in San Francisco as the backdrop. On the viewing platform, tourists of diverse descent and gende.png
DALL·E 2023-10-30 01.47.20 - Photorealistic shot of San Francisco's famous Lombard Street, known for its steep, one-block section with eight hairpin turns. Cars navigate the turns.png
DALL·E 2023-10-30 14.01.23 - Photorealistic image of the vibrant Venice Beach in Los Angeles. The sun casts a golden hue on the sandy shores, with skateboarders, street performers.png
DALL·E 2023-10-30 14.01.25 - Photorealistic shot of the famous Venice Beach boardwalk in Los Angeles. Palm trees line the walkway, and the distant ocean waves create a serene back.png
DALL·E 2023-10-30 14.06.25 - Photorealistic image of the vibrant Venice Beach in Los Angeles. The iconic boardwalk is alive with skaters, performers, and tourists of diverse desce.png
DALL·E 2023-10-29 14.17.19 - Photo of a New York City sidewalk bustling with pedestrians. Among them stands a mechanical Grizzly bear statue, roughly human-sized but slightly tall.png
DALL·E 2023-10-29 14.37.41 - Wide-angle shot of Central Park in New York during autumn. The trees are ablaze with oranges and reds, and amidst the park-goers, a lifelike Grizzly b.png
DALL·E 2023-10-29 14.17.18 - Wide-angle shot of a vibrant New York street corner. People are crossing the street, chatting, and going about their day. Positioned among them is a G.png
DALL·E 2023-10-29 14.17.13 - Wide-angle shot of Central Park in New York with the skyline in the distance. Amidst the greenery, a Grizzly bear statue that looks strikingly real st.png
DALL·E 2023-10-29 14.11.25 - Wide-angle photo of Washington Square Park with the iconic arch in the distance. Dominating the scene is a lifelike mechanical Grizzly bear statue sta.png
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