Evolution of Two Flights
DAILY HARVEST
CHALLENGE: FLIGHT 2
Daily Harvest is on a mission to solve the modern eating dilemma of wanting to eat well, but not having enough time to shop, chop, and prepare three healthy meals every single day. Beyond that, they're an exemplary case study of a brand that has both a strong voice and an insatiable hunger for testing and data.
Daily Harvest approached us wanting performance-driving TV spots. Our first flight, strategically launched around New Year's, aggressively tested 12 TV spot versions against each other, varying factors like tone, length, messaging, and calls to action. The ads were further optimized with over a dozen variants, alternating shot order, value props, even narrator voices.
Solution
The first flight learnings birthed two concepts: the first, a bright, colorful mantra spot that leveraged the beauty, styling, and product shots of the first stop in a more targeted, elevated way. The second was a direct sequel. If Emily didn’t have time to shop for groceries, her spiritual successor Meghan didn’t have time for breakfast - a predicament that resonated with the many real Daily Harvest customers we interviewed during the creative process.
SOCIAL OPTIMIZATIONS
rEWORKED FOOTAGE, CUSTOMIZED FOR INSTAGRAM AND FACEBOOK, EXTENDS THE SHELF LIFE OF THE SHOOT
FLIGHT 1
CHALLENGE: FLIGHT 1
Daily Harvest approached us wanting performance-driving TV spots. Our first flight, strategically launched around New Year's, aggressively tested 12 TV spot versions against each other, varying factors like tone, length, messaging, and calls to action. The ads were further optimized with over a dozen variants, alternating shot order, value props, even narrator voices.
