Blue Apron Creative Brief + Print Ad | Fall 2018

In one of my first advertising classes in college, I was asked to analyze Blue Apron’s performance in the meal-kit market, and create a creative brief and print ad based on my research findings + suggested brand improvements.

1) Creative Brief

2) Print Ad

With this print ad, I wanted to focus on my brief’s main idea that Blue Apron is more enjoyable when used with your family and friends. My #1 point of differentiation drove the ad’s messaging: men are 40% more likely to use meal-kits, and Blue Apron meal kits specifically. So what better atmosphere for men to show off their cooking skills to friends and families than at a tailgate?