Blue Apron, the boxed meal delivery company, recently announced their “Blue Apron Unboxed” initiative, celebrating home cooking with a series of pop-ups that launched at the end of May in New York City. Now, the brand is hitting the road with a three-city tour that begins tomorrow (July 14) in Los Angeles and continues the following weekends in Seattle and San Francisco.
The centerpiece for “Blue Apron on Wheels” is a 40-foot long Blue Apron box designed for discovery in an immersive, multi-sensory activation. Patrons can venture through four colorful interactive rooms where they can find specialty snacks, pose for photos, and enjoy exclusive giveaways or chances to win prizes.
“Our upcoming mobile tour is an opportunity for Blue Apron to engage with our customers in a way that we have not done before,” said Michelle Chiu, vp of brand experience at Blue Apron. “We’ve created a fun and educational environment that showcases our passion for home cooking and our commitment to high-quality ingredients.”