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Research Details
Blue Apron: Innovation in Advertising
Abstract
The meal-kit delivery company Blue Apron in 2019 dominated the subscription-box market and wanted to keep its lead by creating cutting-edge advertising that would generate excitement and grow the business. The digital marketing team was tasked by the company's CMO with producing a technologically fresh option within a tight deadline. The team had to decide whether taking advantage of Alexa, TikTok, or Apple AR Kit 2 would be the best way to move Blue Apron forward.
Type
Case
Author(s)
Date Published
02/17/2020 (Revised: 10/10/2023 )
Discipline
Marketing
Citations
McTigue, Kevin. Blue Apron: Innovation in Advertising. Case 5-120-006.