In an effort to reach several different audiences, Blue Apron requested a series of urban activations to drive meal sales and increase influencer social amplification. Rivaling the Hampton’s White Party, the Blue Party concept and #BlueFilter hashtag would create the must-see (and been seen) happy hour in Manhattan to kick off the summer around Memorial Day weekend. The second concept was aimed at deploying the same assets to suburban commuter train stations (and quaint main streets) to target busy parents on their way home.