‘TV is having a resurgence’ as regulations rein in use of digital cookies

Launching earlier this month, Blue Apron’s campaign centers on two main marketing messages – ‘be a hero’ and ‘expect the unexpected’ – both of which target the 54% of US consumers who are not only new to Blue Apron, but the meal kit overall category. As such, they focus on the fundamentals of how meal kits work as well as the benefits, including convenience, flexibility, discovery and personalization.

Blue Apron’s back-to-basics approach extends beyond messaging to include the delivery platform with the company’s first television ad in nearly four years – a move that chief marketing officer Dani Simpson acknowledges could be risky, but which she told FoodNavigator-USA could also deliver high rewards.

Riding television’s resurgence

With the rise of social media and the ability to interact directly with consumers as well as track their engagement and follow them across the platform, television fell out of favor with many small and mid-size companies over the past decade.

But Simpson says she believes TV is have a “resurgence”​ and can provide the company access to new consumers who are not constantly surfing or scrolling and new insights, thanks to the rise of connected television.

She also notes that TV’s appeal has grown in part because the EU’s General Data Protection Regulation, designed to protect social media users’ privacy, has reigned in advertisers’ tracking capabilities of consumers online. While connected TV provides some visibility into consumers’ habits, and also limits their ability to skip or block ads the same way they can across other media.

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