Daily Harvest
Flatbread Launch
A cross-channel new flavor launch campaign—email, logged-in homepage, push notifications, and paid social, all written to the same irreverent, older-sister brand voice.
The throughline was simple: brand new, gluten-free flatbreads built on nothing but fruits and vegetables. Each channel had its own angle: the email asked if pineapple belongs on pizza. The push notification was about the practicality of it all: real ingredients, real flavor, faster than delivery. For paid social, the all-veg and gluten-free angle was the focus.
Pass the F+V LCM
A three-version lifecycle campaign promoting Daily Harvest's refer-a-friend rewards program — each email written for a different audience and a different relationship with the brand.
The promo: help your friends eat more fruits and vegetables—give them up to $65 off, score $25 yourself. The angle shifted depending on who was reading. Active customers got a nudge, Prospects got a softer sell, RAF subscribers got the promo, straight up. Product suggestions were tailored to eating style too; heartier options, Harvest Bakes and Grains, for the more peckish eaters.
