The Bear + Blue Apron

COOK LIKE A BEAR

Most people find Michelin-star restaurants inaccessible due to location, price, or both. So while you wait for Season 4 of the Bear, we're partnering with Blue Apron to bring you the "Bear Box." – Curated by Matty Matheson, Inspired by dishes from the show, you'll be handed the opportunity to get your kitchen it’s first Michelin star and make every dish that comes out of it worthy of one.

Attract busy professionals and young families aged 25-38 years old who seek fresh, gourmet-quality meals but lack time, resources, or culinary confidence. Turning home kitchens into lasting experiences. Our aim is to increase brand awareness, shift perceptions away from exclusivity, and make gourmet cooking accessible.

(This campaign is presented as a five-course meal)

We introduced our partnership and The Bear Box, Blue Apron boxes inspired by dishes from the show, with Bear star and professional chef, Matty Matheson.

Audio Block

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Gain Cooking Experience

by stepping into the shoes of your favorite character

VR COOKING CLASSES

Users pick their favorite season, character & dish to learn cooking using the “Bear Box” meal kits to recreate iconic dishes from the show at their pace. Practice makes perfect & the beauty is… Immersive VR Cooking is a positive opportunity for our Target Audience—Gen-Z & Millenials who can’t afford to waste food by making mistakes when learning to cook new food. We take away any insecurities & boost morale, while you learn from the best, feel the rush, drama, & the achievement of culinary excellence — empowering all cooks with confidence

course 1:

OTT/CTV Pre-Roll + VR

Next, we put up Out Of Home Ads and Murals around US cities featuring Carmy's tattoos and a QR code leading to our website around US cities.

course 2:

OOH

The TV show’s recipes that you find will be used in the upcoming public cook-off events — Locate all the bears, get yelled at, share your experience, & mark your photo with a Geo-Tag to get your own Blue Apron.

Your a donkey!!

My gran could do better!

Recipe Treasure Hunt

course 3:

wanna get yelled at like a real chef?

Gigantic mechanical bears sporting the signature “blue aprons” were placed around major cities, each featuring a partial recipe on it’s bib, dishing out hilarious, Gordon Ramsay-style “Feedback” at you—channeling Chef Carmy’s iconic kitchen intensity, prompting the public into a simple, engaging citywide recipe treasure hunt.

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

The Bear stars Jeremy Allen White & Ayo Edebiri took over our TikTok to show off their chef skills with the Bear Box.

Matty filmed a special episode of his hit YouTube show, Cookin' Somethin', to show off the box!

People loved the Bear Box so much, they started posting their experiences
on social media with #CookLikeABear

Social Promos + UGC

course 4:

This summer, we're bringing the kitchen drama to the heart of your major cities.
Participants, armed with a Bear Box, will showcase their culinary flair, using recipes from the treasure hunt. — With the charm of local chefs judging & the thrill of time-constrained challenges, this event was a social media sensation.

Through guerrilla marketing, partnerships, and leveraging the fandom of
The Bear, we made #CookLikeABear THE trending topic of the summer.

Cook-Off Event

For our final course

course 5: