To celebrate Daily Harvest’s launch into retail, we invited customers to join us in the grocery aisle and Step Into their “Fruit n’ Veg” Era for a chance to win Taylor Swift tickets to the Eras Tour. We leveraged the cultural relevance of Taylor Swift’s tour and offered a chance to attend in style. This campaign’s goal was to drive awareness of Daily Harvest’s new presence in retail through earned media and consumer engagement on social channels.
THE INSIGHT: Daily Harvest's retail debut marks a turning point. Prepare for a paradigm shift in frozen goodness. Our mission? Simplifying your access to delectable, planet-friendly dishes crafted from wholesome fruits and veggies.
Results: Seizing a cultural apex, we harnessed Taylor Swift's record-setting Eras Tour to magnify Daily Harvest's monumental grocery debut, embedding it ubiquitously. Our feat? Securing a digital and broadcast coup, encompassing Refinery29, and Food & Wine. A remarkable +275% upsurge in social mentions compared to the preceding year, notably +425% in favorable sentiments year on year, even amidst challenges that sparked adverse reactions. Simultaneously, we orchestrated a notable 32% spike in overall site traffic.