Blue Apron -
They’ll Talk About It
Blue Apron tapped into the January “healthy eating” moment by reframing its nutritional menu through the unfiltered perspective of kids. The result turned better-for-you meals from something you should eat into something people actually wanted and would talked about.
Ultimately, my team executed 3 separate 30-second spots as well as an arsenal of social pieces and audio assets.
Role
Writer & Director
Client
Blue Apron
Year
2025
The Challenge
Healthy eating messaging often feels restrictive, joyless, and easy to ignore. This is even more true during a crowded January moment. Blue Apron needed to highlight its expanded nutritional offerings without losing what made the brand compelling in the first place: meals that feel exciting, craveable, and worth talking about.
The Insight
Kids are the most honest food critics there are. If they love something, it’s not because it’s healthy, it’s because it’s genuinely good.
So we decided that using a child as the vehicle to deliver the good word of Blue Apron, it as the perfect way into parent’s minds.
The Solution
We built the campaign around kids reacting to and “reviewing” Blue Apron meals, bringing humor, honesty, and unpredictability to every spot. By letting their voices lead, we reframed healthy eating as something joyful and turned a functional message into something people actually wanted to watch.
It was also a great exercise for me in how to manage the integrated lip-synch mechanic in real time on set. Both the adult and child actors were sensational. Especially our lead talent Nico. It was his first ever TV work!
One Step Further
All the lettering was hand-drawn in house before being applied to the cuts. I had a tough time originally choosing between a more traditional look and something more “cartoonish” in nature. However, the whimsy of the spots is undeniable and I wanted that to carry through with the on-screen text
