Daily Harvest
Meet You Where You Are
Healthy eating reframed around real lives, not rules — and two social-first launches that made a frozen aisle worth filming.
- 500Kimpressions, $40K EMV
- 1M+views, 300+ entries
- +16%Instagram followers
The challenge
Healthy food delivery brands sold single meals for single moments, and most of them sold discipline with it. Daily Harvest was launching Grains — a product built to be shared and used across many meals — and later moving into grocery, where nobody was looking for it in the freezer case.
What we did
We built social-first activations for each launch. The Grains Cook-Off ran as a March Madness bracket timed to the spring launch: six creators with different cooking styles, two rounds, one winner voted by the audience, with a gift card incentive for voting. For grocery, the Taylor Swift Sweepstakes asked people to film themselves "entering their FnV era" in the frozen aisle for a chance at Eras Tour tickets, activated through loyal customers and the affiliate and ambassador network. Everyday content stayed ingredient-forward and relatable — a busy parent's breakfast, a mid-day refuel — so the brand looked like it fit a life rather than correcting one.
The consequence
The Grains Cook-Off drove 500K impressions across 82 posts, $40K earned media value and 150 new customer acquisitions. The Taylor Swift Sweepstakes drove over 1M views on hashtagged content, 300+ entries and a 16% increase in Instagram followers.
The work itself.
Scored on the
consequential triangle.
- Talkability
- A bracket and a sweepstakes gave people a reason to make the content themselves.
- Defensibility
- "No rules, no judgment" is a position competitors built on regimens cannot borrow.
- Indispensability
- Grains showed up across the week instead of owning one occasion.
Your turn.
We take a small number of engagements at a time. Tell us what's at stake.