Momvertising Opps: Blue Apron acquired by Wonder Group (Score 60)

Sales lead: This could lead to spend shifts & agency reviews, so keep an eye on this company. 

• Blue Apron (BA) has been acquired by Wonder Group.
• The deal is reportedly worth $103M and will close in Q4.
• BA will continue its normal operations and its products will remain the same.

Target demographic: Millennial moms

The company will likely:

• Ramp ad spend back up
• Try new marketing strategies
• Review the current agency roster/seek additional assistance

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: BA has not aired a national TV ad so far this year. 
• 2021-2022 spend: Full-year spend totaled $2.9m in 2022.
  • It did not air any TV ads in 2021. 
• 2022 Ad programming: It placed ads during programming such as Two and a Half Men, 60 Minutes, Everybody Loves Raymond, The King of Queens, and Law & Order: Special Victims Unit.

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: BA spent approximately $3.4m on digital display ads YTD, about half (52%) of the $6.6m spent in this channel during the same time period of 2022. 
• YTD data: 478.8m impressions via Facebook (60%), Instagram (24%), YouTube (13%), and desktop display (2%). 
• 2021-2022 spend: Full-year spend fell by 44% from $13.2m in 2021 to $7.4m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, espn.com, and brainly.com. It placed 1% of these ads indirectly through Display & Video 360 onto sites such as pch.com, theprimarymarket.com, msn.com, espn.com, and weather.com. 

Additional channel insights  

• Vivvix: BA also utilizes print and radio. 
• Top podcasts sponsored: Real Ghost Stories Online, My Brother, My Brother And Me, Bleeding Green Nation: for Philadelphia Eagles Fans, The Damage Report with John Ladarola, and Cathy Heller Presents Don't Keep Your Day Job. 

Agency analysis:

• Opportunity: Keep reaching out to the new CMO to be top-of-mind. 
• Current roster:
  • TWO NIL: PR AOR