Daily Harvest
Cross-channel launch campaign + lifecycle email work
Flatbread Launch
A cross-channel new flavor launch campaign—email, logged-in homepage, push notifications, and paid social.
The throughline was simple: brand-new, gluten-free Flatbreads “built on nothing but fruits and veggies.”
Each channel had its own angle: the homepage hero copy touched on newness and tapped into Daily Harvest’s RTBs (reasons to buy) — variety, ingredients, and flavor. The email was more playful, leaning into the “great debate” of whether pineapple belongs on pizza. For paid social, the focus was on all-veg and gluten-free ingredients. The push notification was about the practicality of keeping DH Flatbreads in the freezer: real ingredients, real flavor, faster than delivery.
Pass the F+V LCM
A three-version lifecycle campaign promoting Daily Harvest's refer-a-friend rewards program, with each email targeting a different audience and 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 to “do the right thing,” while Prospective customers’ messaging leaned into variety. RAF subscribers’ messaging was less playful and to the point.
