On NPR podcasts, for instance, it talks more about the food system, but on, say, a weekly WWE podcast, the host talks more about why the meals are delicious. Not surprisingly, the brand plays up different messages on different shows. “When they started Blue Apron, Serial hadn’t started yet and they didn’t have these refined networks of Bill Simmons and Ringer Crooked Media and Pod Save America, which have become huge.” “We’ve been able to scale as the number grows,” Fitzgerald said. That also includes new platforms, like podcasts, which Fitzgerald said have become a huge channel for Blue Apron that will only grow exponentially. “Part of that is creative and testing more ads, like carousel ads…” “It has been exciting to try to do that,” Fitzgerald said. That means the brand has to find how to break through and position itself as distinctive.
“Facebook is saturated with offers and everything looks like food in a box,” he added. Indeed, at Social Media Week in New York last week, Greg Fitzgerald, director of acquisition marketing at Blue Apron, said while the meal delivery concept was compelling enough initially, consumers are now inundated with this message from myriad sources.
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