Blue Apron aims for the farmer's market crowd with Droga5

The recipe delivery service is positioning itself as an alternative to processed foods

Recipe delivery service Blue Apron is aiming for an upscale crowd with a spot from Droga5 focusing not just on taste and quality but on sourcing and the food industry as a whole. Why buy produce that’s sat on store shelves for days when Blue Apron has relationships with farmers and can deliver food right to your door? It’s a different approach from competitors in the category, which typically stress the ease of pre-measured ingredients and recipe suggestions for timid chefs. The 60-second anthem spot debuted Monday online and on TV.

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