Daily Harvest
Daily Harvest is an organic food company that makes it easier for people to eat more sustainably sourced fruits and vegetables. As Creative Director, Editorial, I did clever and disruptive things with words. I was responsible for leading, naming, influencing and driving storytelling strategy for advocacy + brand campaigns like Bite Me, Lunch Notes, Eat the Solution, and, Step Into the F+V Era (our buzzy social push into grocery) alongside a talented team of marketers, writers, designers and visual artists. Our creative crew produced national TV spots with Serena Williams and Blake Griffin. I led creative content development for a music video, original score and exclusive feature starring Kelis. My words have appeared in full-page advertisements in the New York Times and Los Angeles Times, and were projected against the FDA headquarters in Washington, D.C.
Eat The Solution
This culturally relevant campaign centers organic food, community and regenerative farming practices, with singer-songwriter turned farmer, Kelis, at the helm. What we eat and how it’s grown matters. Kelis understands this. She found freedom through farming. Tapping her to amplify our message was fated. As part of the collaboration, Kelis scored, Feed Them, and sat down for an exclusive interview with Daily Harvest at her home farm in Temecula Valley, California. The campaign’s tagline, Eat The Solution, is a marching order and reminder to be the change you want to eat.
Eat Your Grains
What’s that smell? Dinner. It’s done. Daily Harvest officially entered the dinner category with a savory and diverse collection of sustainably-sourced Grains. We editorialized copy and creative to position Grains as the perfect side dish, while staying true to the elevated ethos and voice of the brand.
Big Food, Bite Me
Yep, we had the gall to tell Big Food, “Bite Me.” If we didn’t, who would? They don’t protect people or the planet and quite frankly, we’re over it. This provocative campaign poked the bear with full page ads in the New York Times, Los Angeles Times and with projections against the FDA headquarters in Washington, D.C. Media was earned. Our voices were heard.
Lunch Notes
Remember that warm, fuzzy feeling you felt as a child when your parents would slip a note in your lunchbox, affirming you, while also reminding you to eat your greens? That that was the goal of this spot. We used nostalgia, Blake Griffin and a pinch of humor to forge an emotional connection with a potential customer and our food.
Print is print. Whether you’re converting a reader to subscribe to their favorite glossy or a prospect to their favorite brand, clever HEDs, delicious visuals, authentic, pithy storytelling and a sweet offer is the strategic creative combo you need to turn skeptics into believers. Our creative and marketing teams produced some of the best direct mail in the game. Fine. I’m bias. But still…
Social
Daily Harvest was built on a social-first marketing model. From the very beginning, we met our audience where they were with organic and UGC content that champions our food, ingredients and mission in a relatable way. It the early days, the account felt like it was being managed by your unhinged, socially aware best friends who genuinely wanted the best for you and your gut.
Nothing to Hide
Colloquial copy and scroll-stopping movement make this fifteen second social spot hard not to watch. We used deconstructed whole fruits and vegetables to illustrate how two of our best-selling skus are made with real ingredients. Nothing to hide.
How do You Mylk?
The creative strategy here is simple: engage, educate and entertain. In twenty five seconds flat, we clearly communicate Mylk’s value props and provide tangible use cases that fans of the brand can easily copy and paste into their busy lives.