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Blue Apron, Holistic Wellness

Due to the Covid-19 pandemic, there has been a huge surge of individuals cooking their meals at home. With many individuals taking precautions and not going to the grocery store, meal kit companies like Blue Apron saw a huge increase in customers. This was vital for Blue Apron as the company saw record numbers amid years of underwhelming sales. Unfortunately for the meal kit industry, times are returning to normal and individuals started to eat out and go to grocery stores again causing a decline in sales. In an effort to attract new and return customers, Blue Apron released their "Wellness 360" campaign. This campaign highlights the health benefits of at home cooking. Along with releasing new healthy meals, Blue Apron will also be showing consumers how cooking at home benefits their brain, relationships, mental health, and financial health. Because Blue Apron needs individuals to cook at home to have customers, they need to show their target market how their meal kits can benefit their life. Many individuals are aware of the benefits that eating at home has, reinstating these benefits and showing the many meals offered will prove to gain traction and attract new and return customers. As health and wellness awareness/concerns grows every year, getting ahead of the curve is something Blue Apron is attempting to do. If received properly by consumers, Blue Apron will see a huge increase in consumers while also being a reason for thoughtful eating.

https://www.grocerydive.com/news/blue-apron-rolls-out-holistic-wellness-campaign-to-sustain-at-home-cookin/592195/

Question: Did Blue Apron have to make adjustments during the pandemic? How did they adjust to meet requests while still achieving marketing goals?

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White Claw Global Campaign

It is surprising to see that White Claw has just recently started global campaigns despite being a successful company for a few years now. Ever since White Claw breached the market, there has been a craze for alcoholic seltzers unlike no other alcohol beverage. Since 2019, when White Claw saw it's rise, every alcoholic beverage company has been releasing their rendition of a spiked seltzer. In a booming market with steadily increasing new entrants, White Claw had to turn to a global campaign to remain the leader in the industry. Their campaign, "Lets White Claw" is focusing on their already huge consumer movement of the "White Claw Lifestyle". Using relatable pictures and clips of fun summer time events will prove to be very successful for the company. Most individuals resonate White Claws with going out and doing summer activities with friends and this is exactly what this campaign will capture. Doing this will cause the consumer to resonate White Claw with a good time out in the summer. Increasing the brand image and what it resonates with over competitors is a quick way to gain more market share. Instead of doing basic advertising just getting their logo out there, White Claw stuck to their strengths.

https://youtu.be/bpbJwD-OQfw

Question: How did White Claw decide to take this approach instead of a more tradition approach?

https://www.marketingdive.com/news/white-claw-a-brand-built-on-social-buzz-focuses-on-fans-in-first-global-c/597717/

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Hulu Brand redesign campaign

Hulu has recently went through a brand redesign marketing campaign that is aimed at targeting consumers and other advertisers. The streaming industry is on a massive increase over the last few years and more and more competition enters the market every day. With this increase in competition for market share, HULU must show the differentiation and advantages of having HULU over other services.  

To make these points, HULU has campaigns that feature A class celebrities(Kardashians, Aaron Donald). They also show users struggling to find shows on other services and then finding a show easily on HULU. In this redesign, the streaming giant is also bringing focus to their bright green logo in an attempt to associate their logos and color with relaxation. Since the acquisition of HULU by Disney, the platform has seen an increase in original shows, live sports, Disney Titles and much more. This rebranding campaign will prove to be successful for HULU if they can get consumers to recognize these new updates and understand the advantages over other streaming services. 

Question: How has the recent acquisition affected the campaigns that were already active and how did they have to adjust?

https://www.mediapost.com/publications/article/362101/hulu-unveils-brand-redesign-marketing-campaign-ai.html