One of Blue Apron's mission is to build a community of home chefs. BA's family plan members, in particular, are telling their stories on social, through customer experience, and other channels, sharing that their kids are learning how to cook, feeling empowered in the kitchen, and so much more. This campaign is a response to their excitement around cooking together as a family.
One insert was sent per week for Family Plan subscribers, each with an activity designed to teach kids ages 5+ (and their parents, too) the basics of home cooking. There was a contest component, "campers" are encouraged to share photos of their completed activities in our contest. And each activity also lived on the Blue Apron blog.