Daily Harvest
Direct Mail Campaign Work
Direct mail was my primary beat at Daily Harvest. I was tasked with writing three separate personality-ridden headlines that would be used for one catalog cover design to test which line would drive the most traffic to the site.
"Taste Buds Love Us" was the clear winner.
It's casual and declarative, and more funny than arrogant. It pulls focus on experience rather than the product, and it sounds more like something a friend would say than a brand.
After beating its A/B variants, we ran the line across multiple direct mail sends. Additionally, we used the line again in a FabFitFun collab insert, introducing to Daily Harvest to a new audience.
The line's second life is what I'm most proud of. I love that it was considered on-brand enough to hold up in a completely different format, alongside a different brand, and as an introduction to DH for a new audience.
