The creative challenge to bringing lobster rolls to the Blue Apron home cook was to include design touches to the box that would take the meal beyond the incredible dishes into a summer party “experience”. My approach to the creative direction blended seasonal photography and branded illustrations across trivia placemats, recipe cards and party planning insert—elements that enhanced the offering.
Campaign components such as promotional emails outperformed benchmarks and highest performing special occasion box emails from prior years, resulting in sales that surpassed projections.
Creative Direction Michelle Snyder | Photography Mike Krautter | Prop Styling Sarah Vasil | Food Styling Greg Lofts | Package Design Kasey Bohnert | Illustration Heidi Corley