Learn how Blue Apron, the personal meal kit company, uses Muck Rack to:
- Monitor media coverage and get a quick pulse on what’s happening
- Find relevant journalists and send informed pitches
About Blue Apron
As the pioneer meal kit company in the U.S., Blue Apron offers chef-designed meal kits that empower home cooks to embrace their culinary curiosity and make it easier for them to regularly enjoy home-cooked meals. Blue Apron is focused on bringing incredible recipes to its customers, deepening its commitment to its employees, continuing to reduce food and packaging waste, and addressing its carbon impact.
Launched in 2012, Blue Apron is headquartered in New York City and is a direct-to-consumer business. Its culinary team creates over 70 weekly options that feature unique, delicious recipes with fresh, whole ingredients for customers across the U.S. to enjoy. Each meal is created with the Company’s Plus One philosophy—the pursuit of making each recipe special and unique, from exceptional flavor combinations to new cooking techniques. Blue Apron meal kits are available with a subscription at blueapron.com and without a subscription on Blue Apron’s Market, Amazon.com and in select cities via DoorDash.
Blue Apron’s head of communications says:
Without Muck Rack, it would take me a lot more time to find the information I need to make very fast decisions. Muck Rack’s monitoring tool and database have been such great value-adds to us.
—Blue Apron’s head of communications
In their own words: Blue Apron’s favorite Muck Rack features
We have used Muck Rack to help us oversee our customer, corporate, investor and all other external communications since June 2020. Initially, we wanted it for purely a media monitoring standpoint—to keep an eye on where and how Blue Apron is showing up in the press—but now we use all the other great layers.
Media monitoring
Muck Rack helps us stay on top of conversations and keep a pulse on what’s being said and how it’s being said.
We’ve had situations where we’ve had to move very fast to better understand what is happening and how things are being covered. In those instances, we use Muck Rack to pull all of the coverage into one place. Muck Rack’s real-time monitoring works a lot more quickly than Google, which is important in PR.
Muck Rack also helps ensure we can fact-check published stories to make sure we are being represented the right way with the right information and context.
As soon as there’s a mention of us, our competitors or any specific keywords we’re monitoring, we get Alerts straight to our inbox with Muck Rack.
Muck Rack lets us keep an eye out on what’s going on around the brand and what’s out there, so we’re never surprised by a story.
—Blue Apron’s head of communications
Finding and pitching journalists
We have a small in-house PR team, which means we have to be very efficient. We also have great agency partners who help us get our message out—whether it’s about our product, interesting food trends, seasonal boxes or more.
These partners send out pitches daily, and they rely on Muck Rack to see what journalists are covering. Muck Rack’s media database makes it easy to research reporters and outlets and determine if they are regularly covering food trends, for example, or if it’s a one-off story.
We’re able to better educate ourselves with the information Muck Rack provides so we aren’t wasting anyone’s time—which we know from media pitching 101 is the most detrimental thing you can do.
Muck Rack has always been the tool that makes it very simple and easy to find information. It saves us time and makes us more well-rounded and educated when we’re approaching proactive or reactive media outreach.
—Blue Apron’s head of communications
Fast questions with Blue Apron
1. How has it been working with Muck Rack’s customer success team?
It’s been great so far. The platform has been really easy to navigate, even with new features getting released. The couple of times we’ve needed help figuring something out, the team has been really great helping us.
2. What would you tell other companies considering using Muck Rack?
I would brag about the monitoring tools and the media database. Muck Rack does a really good job of keeping information up-to-date, even with reporters changing jobs and the overall ever-evolving journalism industry.
3. How would you describe your experience with Muck Rack in three words?
Helpful, complementary and time-saving.
