Customers primarily think of Blue Apron for convenient meals throughout the year, however, this direct mail booklet encapsulated all of the purchasing opportunities and ways for customers to engage with the brand during the holiday season. From larger, occasion-specific meals to kitchenware gift items, promotional offers were accessible through flowcodes and QR codes linked to content from the Blue Apron blog to track engagement.

Creative Direction + Design Michelle Snyder | Photography Mike Krautter | Prop Styling Sarah Vasil