In a sweet series of ads for Blue Apron, Droga5 shows people “What Cooking Can Do” every day of the week, whether it be allowing new parents to find some alone time (however briefly) or helping an old dog learn new tricks (i.e., a 76-year-old man picking up an apron for what may be the first time in his life).

The campaign features five unique stories—one each for Monday, Tuesday, Wednesday, Thursday and Friday, when Blue Apron meal kits are delivered to customers. The ads have been airing on their respective days this week, both offline and online. Each depicts a different yet relatable story, and shows why people choose to cook with Blue Apron.

“The Blue Apron brand represents so much more than ingredients in a box,” CMO Jared Cluff said in a statement. “Our product is an experience, and our brand signifies a love of home cooking, excitement and discovery, and deep, meaningful human connections. Over the past five years, we’ve received thousands of stories from customers who have shared with us the emotional and transformative experience they have had with our meals.”

So what are those stories?

It’s Monday night. It’s raining. We see an exhausted man, clearly not looking forward to the rest of the 9-to-5 week ahead (we can all relate, right?). But in a selfless gesture, he rolls up his sleeves and surprises his significant other—who will be home from work soon, just as tired as him—with a home-cooked meal. Judging by his partner’s reaction, he made the right move.

It’s Tuesday evening. We meet a teenager. Life is hard. But he knows life is harder for Mom. He decides to show her what a good job she’s done raising him, and Blue Apron is there to help (along with his little sister). Grab the tissues, as Mom is obviously touched.

It’s Wednesday night—over the hump. We’re introduced to a couple of new parents. They’re scatterbrained, as new parents usually are. They finally get Junior settled down to sleep. Alone time at last. Time to cook (quietly!). They get through the meal without waking the baby. Hurrah! And then there’s a bit of a slip-up and the baby is awakened. Well, at least Blue Apron got them dinner on the table.

Thursday evening is here—the weekend is in view. We’re introduced to a 76-year-old man. He’s cooking. By the shocked look on his son’s face when he comes home to find the scene, we can deduce this is not a regular occurrence. “Mom would be proud,” the young man tells his father, in what seems to be a moment when the spot is about to take a drastically tear-jerking turn. The father’s lighthearted answer stops it short of becoming too emotional.

And now, it’s the moment we’ve all been waiting for—Friday. Droga5 ends the week on a light note, with a young woman cooking a batch of linguini over drinks for a group of girlfriends.

While the campaign focuses somewhat on the recipes Blue Apron offers, the spots are more of a tribute to the freedom one has when using the meals service.

“With this new campaign, we wanted to celebrate that a Blue Apron meal experience is not just about what you are able to cook, it’s who you become when you do,” noted Juliana Cobb, Droga5 group creative director.

CREDITS

Client: Blue Apron

Campaign: “What Cooking Can Do”

Chief Marketing Officer: Jared Cluff

Vice President, Marketing: Rani Yadav

Director, Content: Yaran Noti

Director, Design: Stephan Hoefnagels

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Executive Creative Director: Neil Heymann

Group Creative Director: Juliana Cobb

Associate Creative Director: Ben Grube, Brian Eden

Copywriter: Abe Chuang

Jr. Copywriter: Karly Brooks

Jr. Art Director: Candice Drakeford

Sr. Designer: Jaymes Barone

Chief Creation Officer: Sally-Ann Dale

Co-Directors of Film Production: Jesse Brihn, Bryan Litman

Assoc. Director of Film Production: Ruben Mercadal

Sr. Producer: Alen Grebovic

Associate Producer: Carlos Valdivia

Music Supervisor: Mike Ladman

Director of Business Affairs: Jocelyn Howard

Business Affairs Manager: Abigail Press

Co-Directors of Interactive/Experiential: Justin Durazzo, Tasha Cronin

Global Chief Strategy Officer: Jonny Bauer

Group Strategy Director: Jonathan Gadd

Brand Strategy Director: Sam Matthews

Head of Communications Strategy: Colleen Leddy

Co-Head of Strategy: Harry Roman-Torres

Communications Strategy Director: Justin Schneider

Senior Communications Strategist: Samantha Sutantio

Chief Intelligence Officer: Amy Avery

Data Strategy Director: Lily Ng

Junior Data Strategist: Amanda Kwong

Group Account Director: Ed Rogers, Sascha Uzzell

Account Director: Ali Cornford

Account Manager: Tara Fatemi

Associate Account Manager: Jeff Winsper

Production Company: Knucklehead

Director: Paola Morabito

DOP: Sharone Meir

Executive Producer/Line Producer: Tim Katz

Production Manager: Catriona Irving

Editorial: WAX Editorial

Editor: Stephen Jess & Jason Sager

Assistant Editor: Drew Balke

Executive Producer: Toni Lipari

Producer: Annabelle Cuthbert

Post Production: MPC

Executive Producer: Jesse Kurnit

Producer: Catherine Fischer

Creative Director: Alvin Cruz

Executive Producer of Color: Ellora Chowdhury

Producer of Color: Olivia Jessop

Telecine: Jean Clement Soret

Music: Walker

Sound: Heard City

Mixer: Mike Vitacco