Evolution of Two Flights

DAILY HARVEST

Dots

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.

Dots

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

Dots

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.

Reworked social-first ads yielded 15 million+ views

Reworked social-first ad yielded 15 million+ views

"The Quirk Team was delightful to work with. They put a lot of thought and detail into their strategy and ultimately crafted two distinct creatives that captured the Daily Harvest mission in unique ways so that we could make the most of our TV flight."
Laura Jane, Associate Creative Director