With everybody switching to food delivery, there’s no surprise that companies in that space would put up more ads. However, this is the only case we saw where the CEO’s personal letter was turned into an ad. It’s long and thorough, and it talks about the vigorous approach to food safety checks and transparency as one of Blue Apron’s core values. It feels nice and empathetic and makes us believe Blue Apron deserved its stock price to increase 7x basically overnight.
