How Daily Harvest Advertises on Meta

# Ad summary The ad features a comedic skit where a customer is being rung up by an 'overly chatty cashier' at a grocery store checkout. The cashier questions the customer's purchase of various wellness supplements, suggesting they are overcomplicating their diet. The customer then introduces Daily Harvest's Protein Oat Bowl as a simple, real-food alternative for wellness, highlighting its ingredients, protein, and convenience for on-the-go consumption. The cashier tastes it, approves, and instructs the customer to 'build your own box at daily-harvest.com'. # Brand positioning Daily Harvest is positioned as a brand that simplifies wellness and healthy eating, offering convenient, real-food solutions that contrast with the perceived complexity and artificiality of numerous individual supplements. The ad implies the brand is for those who seek genuine nutrition without the hassle of sourcing and combining various ingredients. It pushes against the norm of needing to consume a multitude of trendy, often hard-to-pronounce, supplements to achieve wellness, instead advocating for a straightforward, wholesome approach. The brand's positioning is both functional (simplicity, real ingredients, convenience) and emotional, offering a sense of relief from dietary confusion and providing an accessible path to feeling good. # Product The featured product is the Daily Harvest Protein Oat Bowl in 'Blueberry Maple Pecan' flavor. It is presented as a ready-to-eat, healthy breakfast or snack option. The ad highlights that it's made with 'real ingredients,' contains 'tons of natural fiber,' and offers '17 grams of protein.' It is aimed at individuals who are doing a 'wellness thing' but are potentially overwhelmed by or skeptical of an abundance of individual supplements (like green powder, collagen, peptides, adaptogens, MCT oil, acai extract, mushroom coffee, ashwagandha, sea moss gel, chlorophyll tablets, bone broth protein, and activated charcoal). The product's main USP is its convenience and nutritional completeness, being 'prepped overnight' and easy to 'bring to work,' implying it's a solution for busy individuals seeking wholesome food on the go. The ad suggests it's a delicious and healthy alternative to a complicated supplement regimen. # Visual style The ad features a scrappy, user-generated content (UGC) feel, specifically mimicking a short-form video style common on platforms like TikTok or Reels. The production quality is lo-fi, characterized by static, close-up shots and basic lighting, reinforcing an informal, authentic tone. The editing style is characterized by quick cuts between the two characters, creating a back-and-forth dialogue rhythm. There are no smooth transitions, rather abrupt changes between shots. The pacing is fast, aligning with short-form video consumption habits. The audio-visual sync is prominent, with cuts precisely timed to the back-and-forth dialogue and reactions of the characters. # Hooks Spoken: Green powder, collagen peptides, adaptogens. What the hell is an adaptogen? Text overlay: THE OVERLY CHATTY CASHIER / #ad Visual: Close-up shot of a person ('Cashier') with a black curly wig, black-rimmed glasses, and another pair of pink-striped glasses on top of the wig. They are wearing a dark blue polo shirt, a name tag that reads 'THERESA,' and multiple long pearl and ornate brown beaded necklaces. A yellow duck plushie is clipped to the shirt. The background is a blurred supermarket checkout area with a large green '5' visible. The camera is static, focusing on the upper body and face, suggesting a direct address to the viewer or customer. / Close-up shot of a man ('Customer') with short dark hair and brown-rimmed glasses, wearing a dark blue polo shirt. He has a slight smile and is looking directly at the camera with wide eyes and a slightly quizzical expression. The background is a blurred grocery store aisle with bright, circular overhead lights, suggesting a consumer environment. The camera is static, focusing on his upper body and face. / The 'Cashier' is shown again, looking directly at the viewer/customer, talking animatedly with slight head movements. Her expression is a mix of knowing and slightly exasperated. The background remains the blurred checkout area. The camera is static. / The 'Customer' is shown again, his wide-eyed, slightly confused expression becoming more pronounced. His mouth is slightly open. The background is the blurred grocery store aisle. The camera is static. / The 'Cashier' is shown again, continuing to speak with expressive hand gestures and facial movements. She shrugs her shoulders slightly. The background remains the blurred checkout area. The camera is static. # Funnel stage Consideration # Pain points The pain point is the confusion and overwhelming nature of modern wellness culture, specifically the need to buy and understand numerous, often obscure, supplements to achieve a healthy lifestyle. This is highlighted by the cashier rattling off a long list of ingredients like 'Green powder, collagen peptides, adaptogens,' and asking 'What the hell is an adaptogen?' and 'You getting any real food?'. It implies that current wellness trends are complicated and potentially ineffective or unnecessary compared to simpler, whole-food options. # Value propositions - Get your wellness delivered to your door (convenience and ease of healthy living) - It's got real ingredients, tons of natural fiber and 17 grams of protein (nutritional completeness and transparency) - Oats are prepped overnight so I could just bring them to work (time-saving and portability) - Instead of buying all this bullshit, you can get your wellness delivered to your door (simplification of wellness routine, avoidance of unnecessary supplements) # Benefits - your wellness delivered to your door - so easy (to prepare and consume) - can bring them to work - healthy too # Features - real ingredients - tons of natural fiber - 17 grams of protein - prepped overnight # Call to action Build your own box at daily-harvest.com. # Social proof - I take mine to work. # Point of view - Customer 50% – The customer's perspective is communicated through their reactions, subtle facial expressions of confusion, slight annoyance, and eventual acceptance, and their direct dialogue with the cashier. - Brand 50% – The brand's perspective is communicated through the 'cashier' character who acts as an advocate, directly recommending and describing the product with clear benefits and a call to action. # Storyline - 00:00–00:02 The scene opens with a customer at a grocery store checkout. The 'overly chatty cashier,' dressed comically with multiple pairs of glasses and elaborate jewelry, scans items while rattling off a list of obscure wellness supplements the customer is purchasing. - 00:02–00:04 The customer, looking slightly confused and exasperated, reacts with wide eyes and a questioning expression as the cashier lists off more complex and hard-to-pronounce ingredients. - 00:04–00:14 The cashier continues her rapid-fire list of supplements, emphasizing the difficulty of pronouncing 'Ashwagandha' and questioning if the customer is a 'plant' given their chlorophyll tablets. - 00:14–00:19 The cashier pauses, looking directly at the customer with a skeptical expression, asking if they are 'getting any real food?' and noting their cart is 'empty,' conveying disbelief and concern about the customer's diet. - 00:19–00:20 The customer responds with a slightly defensive yet clarifying tone that they are 'actually doing a wellness thing,' indicating their intention behind the supplement purchases. - 00:20–00:23 The cashier then shifts her tone, pointing a finger at the customer emphatically and stating, 'Well, this is wellness, you need to get Daily Harvest,' immediately introducing the product as the true solution. - 00:23–00:27 The cashier holds up a Daily Harvest Protein Oat Bowl, telling the customer that instead of 'all this bullshit,' they can get 'your wellness delivered to your door,' emphasizing convenience and simplicity while implicitly dismissing the previously listed supplements. - 00:27–00:30 She then demonstrates the ease of preparing and consuming the product, holding up a spoonful of the oat bowl and saying, 'Look, so easy, I take mine to work,' highlighting its grab-and-go nature. - 00:30–00:35 The cashier details the specific product, 'Blueberry Maple Pecan' Protein Oat Bowl, pointing out its 'real ingredients,' 'natural fiber,' and '17 grams of protein,' validating its nutritional value. - 00:35–00:39 She further explains that the oats are 'prepped overnight,' reinforcing the convenience aspect, making it easy for her to 'bring them to work,' and then offers a spoonful to the customer, urging them to 'try it,' inviting direct experience. - 00:39–00:41 The customer tastes the oat bowl, eyes widening slightly in surprise and satisfaction, followed by an approving 'Mmm,' confirming the product's taste and quality. - 00:41–00:42 The cashier confirms the customer's positive reaction, asking 'Isn't that delicious?' and adds, 'and it's healthy too,' reinforcing both taste and health benefits. - 00:42–00:46 The cashier, with a confident, almost scolding tone, asserts, 'You're not getting all this stuff. You're getting Daily Harvest. You're getting it, right?' demanding agreement and reiterating the brand's superiority over the supplement clutter. - 00:46–00:47 The customer, now convinced, quietly confirms with 'Yes. Alright, good,' indicating acceptance of the cashier's recommendation. - 00:47–00:49 The cashier, now in charge, instructs the customer to 'put all this stuff back on the shelves where you found it,' highlighting the unnecessary nature of the other supplements. - 00:49–00:51 The customer, with a slight smirk, questions the instruction, 'What do I look like, Cinderella?' implying it's not their job to put things away, but then complies. - 00:51–00:53 The cashier, looking at the camera, delivers the final call to action: 'Build your own box at daily-harvest.com,' directly promoting the website and encouraging purchase.

# Ad summary This ad for Daily Harvest uses a bold, attention-grabbing approach to position the brand as a transparent and trustworthy alternative to competitors who rely on vague claims. The ad copy emphasizes the use of real, visible fruits and vegetables in Daily Harvest's products, contrasting this with the 'magic potions' and unsubstantiated claims of other brands. # Brand positioning Daily Harvest is presented as a brand focused on providing daily nourishment through organic fruits and vegetables. The brand positions itself as a transparent and trustworthy alternative to competitors who rely on vague claims and 'magic potions.' The brand aims to occupy a space in the consumer's mind as a provider of real, visible ingredients, emphasizing the tangible benefits of their products over unsubstantiated claims. This positioning is functional, focusing on the quality and transparency of ingredients. # Product The ad promotes Daily Harvest as a source of daily nourishment built on organic fruits and vegetables. The product is for individuals seeking a transparent and trustworthy food option, contrasting with competitors who rely on vague claims. The ad emphasizes that Daily Harvest uses ingredients 'you can see,' highlighting the real, tangible nature of their products. The unique selling proposition is the brand's commitment to using visible, organic fruits and vegetables, addressing the purchase barrier of skepticism towards unsubstantiated health claims. # Visual style The ad has a clean and minimalist visual style, with a focus on bold typography and a simple color palette. The production quality appears to be highly polished, with a focus on clear and direct messaging. The visual motifs include a grid layout and a gradient background. The typography is large and bold, designed to be easily scannable in a fast-moving feed. The style contrasts with typical norms by using a warning message, which is disruptive and attention-grabbing. # Hooks Headline: WARNING! STOP! # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of consumers being misled by brands that make unsubstantiated health claims. The ad copy states, 'You are being influenced by people selling magic potions,' highlighting the frustration of being deceived by vague promises. # Value propositions - Daily nourishment built on organic fruits and vegetables you can see, not claims you can't. # Benefits - Nourishment from real, visible ingredients - Transparency and trustworthiness # Features - Daily nourishment - Organic fruits and vegetables # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, with the brand making direct statements and claims about its products and competitors. # Storyline - The ad starts with a bold warning to grab the viewer's attention. The intention is to immediately disrupt the viewer's scrolling and create a sense of urgency. This is told from the brand's perspective. - The ad then accuses other brands of selling 'magic potions' and influencing people. The intention is to position Daily Harvest as a transparent alternative to these deceptive practices. This is told from the brand's perspective. - The ad concludes by highlighting Daily Harvest's commitment to daily nourishment built on organic fruits and vegetables that 'you can see, not claims you can't.' The intention is to reinforce the brand's transparency and trustworthiness. This is told from the brand's perspective.

# Ad summary This ad promotes Daily Harvest smoothies. The ad shows a person pouring a Daily Harvest smoothie into a blender, blending it, and then pouring it into a glass. The ad highlights the convenience and health benefits of Daily Harvest smoothies. # Brand positioning Daily Harvest is presented as a convenient and healthy food option for busy individuals. The brand emphasizes real food ingredients over processed alternatives, positioning itself as a provider of nutritious and easy-to-prepare meals. The brand aligns with a lifestyle focused on wellness and efficiency, appealing to consumers who value both health and convenience. Daily Harvest pushes against the norms of processed and artificial foods, offering a functional and emotional solution for those seeking a balanced diet without sacrificing time or taste. # Product Daily Harvest smoothies are pre-portioned, frozen blends of fruits, vegetables, and other nutritious ingredients designed for quick and easy preparation. The product is aimed at individuals seeking a convenient and healthy meal or snack option. The smoothies come in a variety of flavors, as shown by the Acai + Cherry Smoothie and Strawberry + Peach Smoothie. The primary USP is the combination of real food ingredients and ease of preparation, addressing the purchase barrier of time and effort required for healthy eating. The ad showcases the smoothie being blended and poured into a glass, highlighting its simplicity and convenience. # Visual style The ad has a polished, commercial aesthetic with a focus on clean visuals and bright lighting. The editing style is simple with static shots and smooth transitions. The production quality is high-end, supporting the brand's image of health and convenience. The pacing is consistent, with cuts timed to the music. # Hooks Spoken: 00:00–00:05 [Upbeat music] Text overlay: 00:00–00:02 EAT FOOD, NOT FICTION. Visual: 00:00–00:02: A person wearing a blue sweater pours the contents of a white Daily Harvest cup into a clear blender. The background is blurred, but a kitchen setting is implied. Text overlay reads, "EAT FOOD, NOT FICTION." # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the time and effort required to prepare healthy meals, leading people to opt for less nutritious, processed foods. # Value propositions - Quick and easy preparation - Healthy meal or snack option - Real food ingredients for a balanced diet # Benefits - Convenient - Healthy - Easy to prepare # Features - Pre-portioned - Frozen - Real food ingredients # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its preparation. # Storyline - 00:00–00:02 A person pours the contents of a Daily Harvest cup into a blender. - 00:02–00:05 The blended smoothie is poured into a glass.

# Ad summary This image ad for Daily Harvest promotes the convenience of building your own box of healthy food options without needing a subscription. # Brand positioning Daily Harvest is presented as a convenient and flexible solution for healthy eating. The brand emphasizes accessibility by highlighting that no subscription is needed, allowing customers to build their own boxes without any long-term commitment. This positions Daily Harvest as a brand that values customer choice and ease of use, appealing to those who want healthy options without the constraints of a subscription service. The brand aims to occupy a space in the consumer's mind as a provider of customizable, healthy meals that fit seamlessly into their lifestyle, pushing against the norms of rigid subscription models often seen in the meal delivery category. The brand positioning is functional, focusing on simplicity and flexibility. # Product The ad features a variety of Daily Harvest products, including a Strawberry Banana Protein Smoothie, a bowl of granola, and a glass of orange juice. The Strawberry Banana Protein Smoothie is packaged in a white container with the Daily Harvest logo and product name prominently displayed. The granola is presented in a clear glass bowl, showcasing its mix of grains, nuts, and berries. The orange juice is in a clear glass. The ad emphasizes that customers can build their own box, highlighting the flexibility and variety of options available. The USPs include the convenience of choosing your own items and the absence of a required subscription. The ad addresses the purchase barrier of subscription commitment by explicitly stating "NO SUBSCRIPTION NEEDED." # Visual style The ad features a clean, bright, and inviting visual style. The production quality is high, with well-lit and professionally styled product shots. The visual motif is a flatlay arrangement of various food items, creating a balanced and appealing composition. The image treatment includes soft lighting and subtle color grading, enhancing the natural colors of the products. The typography is clean and legible, complementing the overall aesthetic. The style is platform-native, fitting well within the visual norms of social media feeds. # Hooks Headline: NO SUBSCRIPTION NEEDED # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common frustration of being locked into unwanted subscriptions. The phrase "NO SUBSCRIPTION NEEDED" directly counters this concern. # Value propositions - The ability to build your own box of Daily Harvest products without the commitment of a subscription. # Benefits - No subscription needed - No strings attached # Features - Build your box # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's point of view is present in the top caption, emphasizing the lack of subscription requirement and the ability to customize orders. - Brand: The brand's point of view is present in the product display, showcasing the variety of options available to customers. # Storyline - The ad opens with the message "NO SUBSCRIPTION NEEDED," immediately addressing a common concern about meal delivery services. This is told from the brand's perspective, aiming to reassure potential customers that they have the freedom to try the products without a long-term commitment. - Following the headline, the ad elaborates with "Build your box, no strings attached," reinforcing the flexibility and ease of customization. This continues from the brand's perspective, emphasizing the control customers have over their orders. - The ad showcases a variety of Daily Harvest products, including a smoothie, granola, and orange juice, visually demonstrating the range of options available for customers to choose from. This is presented from the brand's perspective, highlighting the diversity of their offerings and encouraging customers to explore different items.

# Ad summary This image ad for Daily Harvest promotes the use of FSA/HSA funds for purchasing their ready-to-blend smoothies, highlighting a potential discount of up to 30%. # Brand positioning Daily Harvest is presented as a convenient and health-conscious brand, offering ready-to-blend smoothies that cater to a busy lifestyle. The brand positions itself as accessible, allowing customers to use FSA/HSA funds for purchases, suggesting a focus on health and wellness. The visual presentation, featuring a smoothie amidst a floral arrangement, implies a blend of natural ingredients and aesthetic appeal, setting it apart from typical fast-food or processed options. The brand seems to ignore the category norms of overly processed ingredients, instead focusing on fresh, whole foods. # Product The featured product is a Daily Harvest ready-to-blend smoothie, specifically the Mango + Papaya flavor. It comes in a cylindrical paper cup with a lid and straw, ready for blending. The product is marketed towards health-conscious individuals who seek convenient and nutritious options. The ad highlights the accessibility of using FSA/HSA funds for purchase, addressing a potential purchase barrier by making it financially easier to incorporate healthy smoothies into one's diet. The smoothie is presented as a quick and easy way to enjoy a nutritious meal or snack, suitable for busy individuals. # Visual style The ad has a natural and inviting visual style, with a focus on fresh ingredients and a clean presentation. The production quality appears to be studio-shot, with careful attention to lighting and composition. The visual motif is a blend of product showcase and lifestyle imagery, with the floral arrangement adding an element of sophistication. The image treatment includes subtle color grading to enhance the natural tones. The typography is clean and legible, complementing the overall aesthetic. The style aims to be both appealing and informative, capturing attention while conveying the product's key benefits. # Hooks Headline: Use your FSA/HSA on ready-to-blend smoothies. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of not knowing how to spend FSA/HSA funds on healthy food options. The ad copy "Use your FSA/HSA on ready-to-blend smoothies" directly suggests a solution to this problem. # Value propositions - Use your FSA/HSA on ready-to-blend smoothies. - SAVE UP TO 30% # Benefits - Use your FSA/HSA # Features - ready-to-blend smoothies # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's point of view, promoting the product and its benefits, including the ability to use FSA/HSA funds and a potential discount. # Storyline - The ad opens by informing the viewer that they can use their FSA/HSA funds on ready-to-blend smoothies, immediately conveying the key message and value proposition from the brand's perspective. This is included to grab the viewer's attention and highlight the financial accessibility of the product. - The ad then visually showcases the Daily Harvest smoothie amidst a floral arrangement, emphasizing the natural and fresh ingredients from the brand's perspective. This is included to reinforce the health benefits and aesthetic appeal of the product. - The ad highlights a potential discount of up to 30% in a circular badge, incentivizing the viewer to make a purchase from the brand's perspective. This is included to create a sense of urgency and encourage immediate action. - The ad concludes with the Daily Harvest logo, reinforcing brand recognition from the brand's perspective. This is included to ensure the viewer remembers the brand and associates it with the product and benefits presented.

# Ad summary This image ad by Daily Harvest showcases their Elixir product, highlighting the convenience of the easy-to-mix frozen cubes and the health benefits of 100% DV Vitamin C for immune support. The ad aims to drive immediate action with a clear 'TRY NOW' call to action. # Brand positioning Daily Harvest is presented as a health-focused brand that offers convenient and nutritious food options. The brand's positioning emphasizes ease and wellness, with products like frozen Elixir cubes designed for quick preparation and immune support. Daily Harvest aligns with a lifestyle that prioritizes health without sacrificing convenience, seemingly pushing against the norm of time-consuming health routines. # Product The advertised product is Daily Harvest Elixirs. These are easy-to-mix frozen cubes designed to support immune health. The cubes contain 100% DV Vitamin C, highlighting their nutritional benefits. The product is for health-conscious individuals looking for a convenient way to boost their immune system. The ad emphasizes the simplicity and health benefits of the Elixirs, aiming to overcome the barrier of time-consuming health routines. # Visual style The ad features a clean and minimalist visual style. It uses bright, studio-style lighting and a white background. The typography is modern and legible, and the product is clearly the focus. The overall aesthetic is polished and designed for easy scannability. # Hooks Headline: MEET ELIXIRS: # Funnel stage Bottom of funnel (Conversion) # Pain points The ad targets the pain point of needing to take the time to maintain your immune system. The description "Easy-to-mix frozen cubes with 100% DV Vitamin C to support immune health" indicates that it solves the problem of time consuming immune boosting practices. # Value propositions - Easy-to-mix frozen cubes with 100% DV Vitamin C to support immune health. # Benefits - support immune health # Features - Easy-to-mix frozen cubes - 100% DV Vitamin C # Call to action TRY NOW # Social proof - None used. # Point of view - Brand: The entire ad promotes Daily Harvest's Elixirs and their benefits, indicating the brand's perspective. - Customer: The ad highlights the convenience and health benefits of Daily Harvest Elixirs, which targets customers looking for easy-to-mix frozen cubes that support their immune health. # Storyline - The ad starts by introducing Daily Harvest's new Elixir product, conveyed by the brand, designed to capture the audience's attention with a new offering. - The ad then describes the product's benefits and usage, communicated by the brand, to illustrate how easy it is to mix the frozen cubes that support immune health. - The ad ends with a direct call to action, told by the brand, to encourage immediate purchase and trial of the product.

# Ad summary This ad for Daily Harvest promotes their smoothies as now being FSA and HSA eligible, while also offering a discount of up to 30%. # Brand positioning Daily Harvest is presented as a health-conscious brand that offers convenient and nutritious food options. The brand aims to occupy a space in the consumer's mind as a provider of easy-to-prepare, plant-based meals that support a healthy lifestyle. The brand aligns with values of wellness and convenience, offering a modern solution to healthy eating. The brand pushes against the norms of traditional meal preparation by offering ready-to-blend smoothies and other quick options. The brand positioning is both functional, providing quick and nutritious meals, and emotional, promoting a lifestyle of health and well-being. # Product The featured product is a Daily Harvest smoothie, specifically the Mango + Papaya flavor. It is packaged in a white cup with a clear lid and straw. The smoothie is designed for individuals seeking a quick and nutritious meal option. The ad highlights that Daily Harvest smoothies are now FSA and HSA eligible, addressing a potential purchase barrier by making them accessible through health savings accounts. The smoothie is presented as a convenient way to incorporate fruits and vegetables into one's diet, emphasizing its ease of preparation and health benefits. # Visual style The ad features a studio-shot image with a focus on natural elements. The visual motif is a bouquet arrangement, which combines the smoothie with fresh flowers and produce. The image treatment includes soft lighting and a slightly muted color palette. The typography is clean and legible, and the overall style is modern and health-conscious. The ad is designed to be visually appealing and informative, with a clear focus on the product and its benefits. # Hooks Headline: Now FSA and HSA eligible # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of healthy food being inaccessible due to cost, as shown by the text "Now FSA and HSA eligible." # Value propositions - FSA and HSA eligibility makes healthy eating more accessible. - Save up to 30% on Daily Harvest products. # Benefits - Save up to 30% # Features - FSA and HSA eligible # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the product's eligibility for FSA/HSA, showcasing the product, and highlighting the discount offer. # Storyline - The ad opens by announcing that Daily Harvest is now FSA and HSA eligible, which is intended to immediately grab the attention of viewers who use these health savings accounts. The brand is telling the audience this news. - The ad then showcases a Daily Harvest Mango + Papaya smoothie, surrounded by fresh flowers and produce, to highlight the natural ingredients and health benefits of the product. The brand is showing the audience the product. - The ad includes a badge that states "SAVE UP TO 30%" to incentivize viewers to purchase the product. The brand is telling the audience about the offer.

# Ad summary This ad uses humor to promote Daily Harvest protein smoothies. It pokes fun at wellness trends while highlighting the convenience and benefits of their smoothies. # Brand positioning Daily Harvest is presented as a convenient solution for health-conscious individuals who want to incorporate nutritious food into their busy lives. The brand is positioned as a source of easy-to-prepare, plant-based smoothies and other foods that align with a wellness-focused lifestyle. The ad implies that Daily Harvest aims to stand apart from overly complicated or ineffective wellness trends by offering a practical and enjoyable way to nourish the body. # Product Daily Harvest protein smoothies are pre-portioned, frozen cups filled with plant-based ingredients. To prepare, the contents of the cup are blended with a liquid and then enjoyed. The ad highlights the convenience and ease of preparation and consumption. The product is portrayed as a practical option for individuals seeking a quick, nutritious, and delicious meal or snack. Though the ad does not explicitly detail the ingredients, it emphasizes the value of a smoothie that tastes good and supports overall well-being. # Visual style The ad has a bright, clean, and modern aesthetic, resembling user-generated content with a polished touch. The editing involves quick cuts and transitions, creating a fast-paced rhythm that keeps the viewer engaged. The production quality is relatively high, with clear visuals and well-lit scenes, but it maintains a casual, relatable feel. The pacing is consistent throughout the ad, aligning with the upbeat tone. The ad showcases the product in a visually appealing manner, highlighting its convenience and integration into a modern, health-conscious lifestyle. # Hooks Spoken: 00:00–00:04 That one girl on Instagram said 15 minutes of this a day made her a better mom. Text overlay: 00:00–00:05 That one friend that is easily influenced by every wellness trend they see Visual: 00:00–00:05 In a brightly lit kitchen, a blonde-haired woman in a purple long-sleeved shirt stands at a white countertop in front of white cabinets and a gray backsplash. She holds a small, brightly lit screen in front of her face, demonstrating a light therapy device. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the problem of wellness trends that are impractical, ineffective, or overly complicated. # Value propositions - Quick and easy way to incorporate healthy food into your routine. - Nutritious and delicious meal or snack that you can feel good about eating. # Benefits - Convenient - Nutritious - Delicious - Supports overall well-being # Features - Pre-portioned, frozen cups - Plant-based ingredients - Easy to blend # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is delivered from the customer's perspective via their own words and actions. # Storyline - 00:00–00:05 00:00–00:05 The ad opens with the creator poking fun at the trend of using light therapy to improve one's mood and be a better mom. The creator’s skeptical tone implies that some wellness trends are not as effective as they claim. - 00:05–00:09 00:05–00:09 The creator stands on a vibration plate wearing a weighted vest and says, "Is like my organs are being tumbled dried on delicate." The purpose is to call out the ridiculousness of over-the-top trends and promote the brand's smoothie as a simpler alternative. - 00:09–00:17 00:09–00:17 The creator prepares and pours various Daily Harvest smoothies into a blender. The purpose is to show the ease of preparing the smoothies. - 00:17–00:21 00:17–00:21 The creator stirs and inspects a green smoothie in a glass, commenting, “If your smoothie smells like a fish tank, that’s how you know it’s working.” The creator’s tone indicates that sometimes you have to suffer for the sake of wellness. - 00:21–00:33 00:21–00:33 The creator makes smoothies. She then interacts with another woman, humorously wishing her a day of wellness and mindfulness. The tone suggests the need to take wellness trends with a grain of salt. - 00:33–00:41 00:33–00:41 The creator satirizes taking numerous supplements and drinking cucumber water. The ad presents Daily Harvest smoothies as a more straightforward and effective solution for health and wellness.

# Ad summary A man holds a Daily Harvest smoothie while talking about the benefits of it as his household's chef is out of town. # Brand positioning Daily Harvest positions itself as a convenient, plant-based food option that doesn't compromise on nutrition or taste. The brand seeks to occupy a space in the consumer's mind as a high-performing asset, like a Michelin-trained chef. It aligns with the values of health, convenience, and a high-end lifestyle, as implied by the ad's reference to a Palm Beach house and imported backsplash. The brand pushes against the norm of time-consuming meal preparation, offering a no-prep, no-chaos solution. Its positioning is functional, focusing on simplicity and convenience, but also emotional, appealing to the desire for a healthy and high-performing lifestyle. # Product Daily Harvest is a brand of pre-packaged, plant-based smoothies that are nutrient-dense, require no prep, and cause no chaos. The smoothies are targeted toward busy individuals or families that need to make short-term operational pivots. They are presented as an ideal option for households that normally depend on a rotation of Michelin-trained culinary talent but need something quick and easy when those chefs are unavailable. The product addresses the purchase barrier of time-consuming meal preparation, offering a convenient, ready-in-minutes alternative that even nannies can easily prepare. The brand's smoothies are worth trying because they are clean, frozen, and plant-based, ensuring a healthy and hassle-free meal option that even kids love. # Visual style The ad has a polished and clean aesthetic with a modern feel. The editing style consists of static shots with smooth transitions. The production quality is high-end commercial. The pacing is consistent with medium BPM. The audio and visual are in sync. # Hooks Spoken: 00:00–00:01 Look good morning from our gorgeous kitchen. Text overlay: 00:00–01:06 Chef is out of town Visual: 00:00–01:06 The shot is at eye level with a man standing in a high-end kitchen. The kitchen has white cabinets, stainless steel appliances, and a gold chandelier. The man is light-skinned with short brown hair, wearing a white hoodie, white vest, and a white baseball cap. The man is holding a Daily Harvest Nutty Banana Protein Smoothie. # Funnel stage Consideration # Pain points The pain point is the inconvenience and time consumption of meal preparation, especially when a personal chef is unavailable. As stated by the man, "when our usual rotation of Michelin-trained culinary talent is unavailable, Daily Harvest is our contingency plan." # Value propositions - Daily Harvest is absolutely printing # Benefits - Outperforming expectations - Everything's clean, frozen, ready in minutes, which is ideal for our nannies # Features - Nutty Banana Protein Smoothie - Plant-based - Nutrient-dense - No prep - No chaos - Everything's clean, frozen, ready in minutes # Call to action None used. # Social proof - "The kiddos are obsessed, especially the smoothies." - "It's outperforming expectations." # Point of view - Customer 100% – The ad is delivered from the implied point of view of a customer. # Storyline - 00:00–00:02 A man standing in a kitchen holds a Daily Harvest protein smoothie and is talking to the camera. - 00:02–00:13 He continues to talk to the camera about his kitchen and the fact that their head chef is in Japan. - 00:13–00:18 The man talks about making short-term operational pivots while his chef is away. - 00:18–00:28 He states that Daily Harvest is his household's contingency plan and that it's outperforming expectations. - 00:28–00:31 The man says his kids are obsessed with the smoothies. - 00:31–00:41 He then says his 4-year-old is really dialed in on his macros, so they need something clean, frozen, and ready in minutes. - 00:41–00:49 The man calls it curious that the nanny has a hard time following simple instructions, and then explains how the smoothie is plant-based, nutrient-dense, and causes no prep or chaos. - 00:49–00:55 He re-states that Daily Harvest steps in when their chef is out of town, and his kids don't even miss the chef when Daily Harvest is there. - 00:55–01:03 The man states they only keep high-performing assets in their house, and Daily Harvest is printing and very cool. - 01:04–01:06 The man takes a sip of the smoothie.

# Ad summary An individual sings an original song to promote the Daily Harvest protein smoothie. # Brand positioning Daily Harvest is presented as a company that offers an easy way to consume fruits and vegetables, positioning itself as a convenient and healthy alternative to chemically engineered products. The brand aims to occupy a space in the consumer's mind as a provider of real food that effectively solves the problem of nutrient deficiency. Daily Harvest aligns with values of health, convenience, and natural ingredients. The brand ignores norms of chemically engineered health products by promoting a natural alternative. It is presented as functional (providing fruits and veggies) but carries the emotional benefit of health. # Product The product featured is Daily Harvest's protein smoothie, specifically the strawberry banana flavor, as implied through text on the cup. It is a ready-to-drink smoothie made with fruits and vegetables. The smoothie is designed for anyone seeking a convenient and nutritious meal or snack. USPs include that it's made from real food, not chemically engineered powder, and it's picked and frozen to preserve freshness and nutrients. It’s implied it can be consumed anytime, anywhere. The ad addresses purchase barriers by emphasizing its ease of use. The ad conveys that the product is a healthy, convenient, and delicious way to incorporate fruits and vegetables into one’s diet. # Visual style The ad's aesthetic is simple, bright, and clean, resembling a UGC video. The editing style consists of static shots with smooth transitions and consistent pacing. # Hooks Spoken: 00:00–00:04 If you think food supplements are heck, Visual: 00:00–00:04 A medium close-up shot of a light-skinned male with curly red hair wearing a light blue t-shirt. He is centered in the frame and singing a song. The background is an interior room with a window and white walls. # Funnel stage Top of funnel (Awareness) # Pain points The ad clearly implies that food supplements are not a great source of nutrients, as the man singing says, "If you think food supplements are heck." # Value propositions - Daily Harvest is a convenient alternative to food supplements since it is made from fruits and vegetables. # Benefits - Makes it easy - Food still works - Go fruits and veggies from the whole world. # Features - Fruits and veggies - Pick and freeze # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a Daily Harvest customer who sings an original song about the product. # Storyline - 00:00–00:04 00:00–00:04 The man begins singing a song about how food supplements are not a great source of nutrients. - 00:04–00:10 00:04–00:10 The man continues singing about how there are other ways to fix any nutritional issues. - 00:10–00:25 00:10–00:25 The man continues singing about the benefits of Daily Harvest. - 00:25–00:32 00:25–00:32 The man continues singing about the benefits of consuming fruits and vegetables. - 00:32–00:46 00:32–00:46 The man continues singing about loving fruits and vegetables, at which point he then holds up a Daily Harvest smoothie. - 00:46–00:49 00:46–00:49 The man proceeds to consume the Daily Harvest smoothie via a straw.

# Ad summary This Daily Harvest ad showcases their GLP-1 Support Box, emphasizing the nourishment it provides for those with smaller appetites. The ad combines visually appealing product presentation with clear messaging about addressing specific dietary needs. # Brand positioning Daily Harvest positions itself as a provider of convenient and nutritious foods designed to support health and wellness. The brand aims to occupy the space of accessible, health-focused nutrition, catering to individuals seeking easy ways to maintain a balanced diet. The emphasis on 'big nourishment' suggests a commitment to nutrient density and quality ingredients. By focusing on a specific need like supporting those with smaller appetites, Daily Harvest distinguishes itself through targeted solutions rather than generic health claims. The brand's identity appears to be functionally driven, emphasizing the practical benefits of their products for health maintenance. # Product The featured product is the Daily Harvest GLP-1 Support Box, designed to provide comprehensive nourishment for individuals with smaller appetites. It is a curated selection of Daily Harvest's offerings, explicitly addressing the needs of those who require nutrient-dense, smaller portions, although the contents of the box are not visually specified. The box includes items like smoothies, as shown by the Daily Harvest Strawberry + Peach Smoothie cup, which features a blend of strawberries and peaches. This cup suggests a focus on fruit-based nutrition, catering to those seeking quick and healthful options. The ad directly addresses a key purchase barrier: ensuring adequate nourishment despite reduced appetite. The ad highlights that these convenient options can help people maintain a healthy diet regardless of appetite constraints. # Visual style The ad utilizes a studio-shot, highly polished aesthetic with a focus on product presentation. The visual motif combines a flatlay arrangement with stacked boxes to create depth. Image treatment includes soft lighting, color grading to enhance the produce's vibrancy, and background removal to isolate the products. The ad leverages a clean and modern design with a platform-native style appropriate for in-feed display. Typography is integrated with large, bold text for scannability. # Hooks Headline: THE GLP-1 SUPPORT BOX # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of needing to maintain adequate nutrition despite having a reduced appetite, as signaled by the phrase 'a smaller appetite'. # Value propositions - The GLP-1 Support Box provides big nourishment for a smaller appetite. # Benefits - A smaller appetite needs big nourishment # Features - GLP-1 Support Box # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing and promoting their GLP-1 Support Box as a solution for specific nutritional needs. # Storyline - The ad introduces the GLP-1 Support Box, immediately setting the context for the product's purpose: to cater to individuals needing dietary support. The intention is to grab the viewer's attention with a specific offering, and it's told from the brand's perspective, highlighting their product line. - The messaging emphasizes that 'a smaller appetite needs big nourishment,' highlighting the core benefit of the support box and framing a problem-solution scenario. It's told from Daily Harvest's perspective, promoting a key aspect of the product to potential customers with appetite concerns.

# Ad summary This ad promotes Daily Harvest smoothies as a quick and convenient way to incorporate fruits and vegetables into your diet. The creator expresses her dislike of time-consuming wellness trends and positions Daily Harvest as a way to get back to the basics of eating real food. # Brand positioning Daily Harvest is presented as a brand that prioritizes convenience and real food. It is positioned as a solution for those who are tired of complex and restrictive wellness trends, offering a simple way to incorporate fruits and vegetables into their diet. The brand aligns with the values of simplicity, ease, and natural ingredients, pushing back against the norm of overly processed or complicated health products. The brand positioning is functional, focusing on the performance of making healthy eating easier. # Product The advertised product is a Daily Harvest Mixed Berry Protein Smoothie. It's presented as a pre-packaged cup filled with frozen real fruits and vegetables and 20g of protein. To prepare the smoothie, you simply add liquid to the cup, pour it into a blender, blend, and then pour it back into the cup to drink. The USPs are its convenience, the use of real food ingredients (that are easy to pronounce), and the avoidance of fake or mystery ingredients. The use occasion is for people who don't want to spend a lot of time preparing healthy meals, particularly in the morning. # Visual style The ad has a casual, UGC feel with simple framing. The shots are static, with no camera movement. The production quality is basic. The pacing is moderate, with cuts timed to coincide with the speaker's emphasis. # Hooks Spoken: Female 1: So apparently to be healthy in 2026 you need sea moss, magnesium, electrolytes, chlorophyll, probiotics and probably a powder that tastes like dirt. Visual: 00:00–00:08: A woman with fair skin, light brown hair pulled back, wearing a black turtleneck stands in front of white kitchen cabinets. She gestures with her hands as she speaks directly to the camera. # Funnel stage Consideration # Pain points The ad addresses the frustration of complex and time-consuming wellness trends, with the creator stating, "I swear every week there's a new life-changing wellness trend and if you don't do it you're basically choosing illness." # Value propositions - Getting back to basics of real food - Convenience (easy to prepare) - Health conscious with real ingredients # Benefits - Simple way to incorporate fruits and vegetables into your diet - Avoid complex wellness trends - No fake stuff or mystery ingredients # Features - Real food ingredients - Easy to pronounce ingredients - 20g of Protein # Call to action None used. # Social proof - "Now this is where my ride or die Daily Harvest comes in" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is delivered from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:20 The creator introduces the topic of complex wellness trends and expresses her frustration with them. - 00:20–00:30 00:20–00:30: She states her preference for a simpler approach to health, expressing her desire to feel normal and avoid complicated morning routines. - 00:30–00:38 00:30–00:38: She presents a "crazy idea" of simply eating a fruit or vegetable instead of following all the complex trends. - 00:38–00:47 00:38–00:47: The creator introduces Daily Harvest as her preferred solution. - 00:47–00:56 00:47–00:56: She demonstrates how to prepare the Daily Harvest smoothie, emphasizing that it contains real food with no fake or mystery ingredients, and ingredients are easy to pronounce. - 00:57–01:01 00:57–01:01: The creator ends by thanking Daily Harvest for "getting us back to our roots."

# Ad summary An image ad showcasing Daily Harvest's protein smoothie cups, emphasizing the convenience and health benefits of their products while also highlighting a 15% discount. # Brand positioning Daily Harvest is presented as a modern and convenient health food brand focused on providing nutritious and easy-to-prepare meals. It occupies the space of a quick, healthy, and no-fuss alternative to traditional meal preparation, fitting the lifestyles of busy individuals. The brand targets consumers who value health and convenience, positioning itself as a solution that bypasses the need for extensive meal planning and preparation. With its variety of flavors and ready-to-blend format, Daily Harvest opposes the norms of traditional meal kits or grocery shopping, opting instead for functional and easy solutions. # Product The ad features Daily Harvest's Protein Smoothies, which are ready-to-blend smoothie cups that contain 20g of protein. These smoothies are designed for individuals seeking a convenient and nutritious meal option. Each cup contains pre-portioned ingredients ready to be blended. The ad showcases different flavors such as Nutty Banana, Vanilla Bean, Dark Chocolate, Strawberry Banana, Tropical Greens, and Mixed Berry. The cups are presented as a convenient solution for on-the-go consumption, appealing to those with busy lifestyles who want to maintain a healthy diet. The ad addresses the purchase barrier of subscription requirements by stating "No subscription required." # Visual style The ad features a clean and well-lit studio shot of the Daily Harvest protein smoothie cups. The overall aesthetic is bright and inviting. The color grading is natural and focuses on highlighting the vibrant colors of the smoothies and fresh ingredients. The layout is simple and balanced. The image quality is high and polished, giving it a professional appearance. The typography is clean and modern. # Hooks Headline: Meet the new Daily Harvest # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing quick, nutritious meal options for busy lifestyles, which often conflict with the desire to maintain a healthy diet. The phrase "No subscription required" and the focus on ready-to-blend cups suggest a frustration with complicated meal preparation or subscription services. # Value propositions - Convenient and nutritious protein smoothie cups (protein, easy to prepare) - On-the-go consumption (convenience and time-saving) - No subscription required (reducing purchase barriers) # Benefits - Convenient and nutritious meal option - Easy to prepare - On-the-go consumption - Variety of flavors # Features - Protein Smoothie Cups - 20g protein per cup - Ready to blend - No subscription required # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand: The copy presents Daily Harvest's introduction of new products and the call to action "Shop Now," which are explicitly brand statements. # Storyline - The ad opens by introducing Daily Harvest's new products, aiming to capture the viewer's attention and generate interest in the brand's latest offerings. The message is told from the brand's perspective, highlighting the introduction of a new product line. - It quickly emphasizes that no subscription is required, addressing a common concern that may deter potential customers from trying the product. The brand shares this to ease any commitment hesitation. - The ad then showcases a variety of Daily Harvest's protein smoothies, displaying different flavors and colors to entice the viewer and highlight the range of options available. The customer is invited to view the variety of options from their perspective. - It ends with a call to action to "Shop Now" and a clear display of the Daily Harvest brand name, guiding the viewer towards making a purchase and reinforcing brand recognition. The brand is directing this call to action.

# Ad summary This Daily Harvest ad humorously addresses the challenges of maintaining a healthy lifestyle in the age of overwhelming wellness information. It uses a comparison between the enduring survival of humans and the recent rise of wellness podcasts to highlight the ease and simplicity Daily Harvest offers in achieving daily nourishment through organic fruits and vegetables, reinforced by a discount offer. # Brand positioning Daily Harvest positions itself as a radically easy routine for daily nourishment, offering organic fruits and vegetables. The brand stands out by addressing the overwhelming nature of wellness information, particularly the rise of wellness podcasts, and contrasts it with the simplicity and ease of its products. The brand is positioned as a convenient, healthy choice, emphasizing organic ingredients and ease of use, appealing to those seeking a straightforward approach to nutrition in a world of complex wellness advice. # Product The product being advertised is Daily Harvest, which is described as a "radically easy routine" that provides "daily nourishment built on organic fruits and vegetables." The ad suggests the product is a pre-made smoothie mix with visible ingredients like strawberries, mango, almonds, vanilla beans, and cherries. The product aims to provide a simple and nutritious solution for daily nourishment. The advertisement highlights the ease of incorporating organic fruits and vegetables into one's diet, addressing the purchase barrier of time and effort required for meal preparation. The USP is the combination of organic ingredients and ease of use. # Visual style The ad has a clean, modern visual style with a split-screen layout that effectively contrasts the raw ingredients with the finished smoothie product. The production quality appears highly polished with studio lighting and careful arrangement of ingredients. The typography is simple and legible, while the background is a solid white that enhances the minimalist aesthetic. The image treatment includes background removal and color grading to ensure the smoothie and ingredients look vibrant and appealing. # Hooks Headline: Humans survived 200,000 years. Then came wellness podcasts. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration or problem implied in the ad is the overwhelming amount of wellness information available today, especially from sources like wellness podcasts, making it difficult to maintain a simple and healthy lifestyle. The text “Humans survived 200,000 years. Then came wellness podcasts” suggests that the modern wellness landscape has made healthy living more complicated than it needs to be. # Value propositions - Radically easy routine: Addresses the need for an easy and convenient way to incorporate organic fruits and vegetables into one’s diet. - Daily nourishment built on organic fruits and vegetables: Offers a healthy and nutritious solution, ensuring daily dietary needs are met with quality ingredients. # Benefits - A radically easy routine. - Daily nourishment # Features - organic fruits and vegetables # Call to action None used. # Social proof - None used. # Point of view - Brand: This point of view is used in the ad to communicate Daily Harvest's message and present the product as a solution to the complexities of modern wellness, contrasting it with the ease of their offerings. # Storyline - The ad opens by stating, “Humans survived 200,000 years. Then came wellness podcasts.” The intention here is to highlight how humans have survived for millennia without the recent surge of wellness information, specifically referring to wellness podcasts. The brand is telling this part of the story to introduce the comparison between the long history of human survival and the contemporary challenges of wellness, setting up a humorous contrast. - The ad transitions to showcasing Daily Harvest as a “radically easy routine” that provides “daily nourishment built on organic fruits and vegetables.” The brand is explaining how the Daily Harvest product solves the modern problem of navigating overwhelming wellness information, positioning it as a simple, convenient solution. This part of the story is intended to assure the audience that achieving daily nourishment can be straightforward and easy. - The ad visually presents the ingredients of the Daily Harvest smoothie, showcasing organic fruits and vegetables layered in a cup. An image of the completed smoothie fills the remainder of the cup. The brand is visually demonstrating the organic nature of the product. The visual further emphasizes the freshness and healthiness of the product. - The ad concludes by offering “15% off your first order, no subscription needed.” The brand is offering an incentive for first-time customers to try the product and to reduce any hesitations related to commitment. This offer is meant to encourage immediate action.

# Ad summary This ad features a woman singing about the confusing world of wellness trends and how Daily Harvest is a simple solution to eating healthy. # Brand positioning Daily Harvest is presented as a simple and reliable solution to healthy eating amidst the confusing and often misleading world of wellness trends. The brand positions itself against the complexity and fiction of bio-hacks and influencer-driven health advice, advocating for the straightforward benefits of fruits and vegetables. Daily Harvest aims to occupy a space in the consumer's mind as a trustworthy and convenient source of real, nutritious food, cutting through the noise of the wellness industry. The brand aligns with values of simplicity, health, and authenticity, pushing against the norms of complicated diets and questionable supplements. The brand positioning is both functional (providing easy access to fruits and vegetables) and emotional (offering a sense of clarity and confidence in one's food choices). # Product Daily Harvest offers a variety of pre-packaged, ready-to-blend smoothies, harvest bowls, and other plant-based foods delivered directly to the customer's door. The products are designed for individuals seeking a convenient and healthy eating option without the need to decipher complex nutritional information or follow elaborate recipes. The ad highlights the simplicity of Daily Harvest, contrasting it with the confusing world of wellness trends and bio-hacks. The products are presented as a straightforward way to incorporate fruits and vegetables into one's diet, addressing the purchase barrier of time and effort required for meal preparation. The ad emphasizes that Daily Harvest provides real food that works, as opposed to the fiction of misleading health fads. The products are shown being prepared quickly and easily, reinforcing the brand's promise of convenience and nutritional value. # Visual style The ad has a casual, UGC-style aesthetic with a mix of static and shaky camera shots. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging feel. The production quality is a hybrid of polished commercial and UGC, which supports the intended tone of authenticity and relatability. The pacing is moderate, with cuts timed to the music beats and voiceover lines. The overall aesthetic is bright and colorful, with natural lighting and a focus on showcasing the Daily Harvest products in a visually appealing way. # Hooks Spoken: 00:02–00:09 Female 1 [singing] Powders with labels that you need to translate, supplements marketed by your old roommate. Visual: 00:02–00:04 Close-up shot of the woman's face. She has green eye patches on and is looking directly at the camera. The background is blurred, but there are hints of the living room decor. The camera is slightly shaky, giving it a casual feel. / 00:04–00:09 The woman is kneeling on the yoga mat, leaning on a small wooden table. She gestures with her hands as she sings. There are various containers and packages on the table. The camera is at eye level and slightly shaky. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the confusion and complexity of wellness trends and bio-hacks. "Powders with labels that you need to translate, supplements marketed by your old roommate." # Value propositions - Simple and reliable solution to healthy eating - Trustworthy and convenient source of real, nutritious food - Cuts through the noise of the wellness industry - Provides real food that works, as opposed to the fiction of misleading health fads # Benefits - Convenient and healthy eating option - No need to decipher complex nutritional information - No need to follow elaborate recipes - Easy way to incorporate fruits and vegetables into one's diet - Saves time and effort required for meal preparation # Features - Pre-packaged, ready-to-blend smoothies - Harvest bowls - Plant-based foods - Delivered directly to the customer's door # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is frustrated with wellness trends and finds a solution in Daily Harvest. # Storyline - 00:00–00:02 00:00–00:02 A woman is shown in a yoga pose on a mat in her living room. This sets the scene and introduces the character in a wellness-oriented environment. - 00:02–00:09 00:02–00:09 The woman sits up and begins to sing about the confusing world of wellness trends, including powders with labels that need to be translated and supplements marketed by old roommates. This introduces the problem and sets a humorous tone. - 00:09–00:12 00:09–00:12 She continues singing about wellness routines wrapped in bio-hack schemes, highlighting the absurdity and complexity of these trends. The perspective is from the woman's point of view, expressing her frustration and skepticism. - 00:12–00:21 00:12–00:21 The woman sings that these are a few of her fictional things, then transitions to functional mushrooms and activated cashews, further emphasizing the confusing ingredients and claims in the wellness industry. The tone is sarcastic and critical. - 00:21–00:27 00:21–00:27 She continues listing peptides extracted from laboratory nachos and influencers claiming mystical springs, reinforcing the idea that wellness often feels like a fictional thing. The perspective is still from the woman, expressing her disbelief and frustration. - 00:27–00:37 00:27–00:37 The woman sings about feeling confused and lost by wellness trends, then transitions to the solution: Daily Harvest. This marks a shift from problem to solution, offering a sense of hope and relief. - 00:37–00:45 00:37–00:45 She sings that fruits and vegetables work, and the fiction will fade, emphasizing the simplicity and effectiveness of real food. The perspective shifts to a more positive and reassuring tone. - 00:45–00:52 00:45–00:52 A Daily Harvest box is shown being delivered, and the woman joyfully brings it inside. This visually reinforces the convenience and positive experience of using Daily Harvest. - 00:52–00:59 00:52–00:59 The ad concludes with a shot of the Daily Harvest products inside the box, followed by the woman preparing a smoothie. The final message is "Eat food, not fiction," reinforcing the brand's core value proposition.

# Ad summary This ad for Daily Harvest features a woman singing about the confusing world of wellness trends and how Daily Harvest can help you eat food, not fiction. # Brand positioning Daily Harvest is presented as a brand that cuts through the noise of confusing wellness trends and bio-hacking schemes. The brand positions itself as a provider of real, nutritious food that works, contrasting with the 'fictional things' often marketed in the wellness space. It aligns with a lifestyle that values simplicity and effectiveness in nutrition, pushing against the norms of complicated diets and supplements. The brand positioning is functional, focusing on the tangible benefits of eating fruits and vegetables. # Product Daily Harvest offers a variety of frozen, ready-to-blend smoothies, oat bowls, and other plant-based foods delivered directly to your door. The products are designed for individuals who feel confused or overwhelmed by wellness trends and are looking for a simple, nutritious solution. The ad highlights the convenience and health benefits of incorporating fruits and vegetables into one's diet without the need to decipher complex nutritional information. The products are presented as a way to avoid the 'fiction' of bio-hacking schemes and focus on real food. The ad emphasizes the ease of preparation and the nutritional value of the smoothies, suggesting they are a worthwhile alternative to complicated wellness routines. # Visual style The ad has a UGC feel with a mix of handheld and stable shots. The editing style includes quick cuts and jump cuts, which contribute to the fast-paced rhythm. The production quality is a hybrid of polished commercial and casual home video, which supports the intended tone of authenticity and relatability. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:04: [Singing] Powders with labels that you need to translate, supplements marketed by your old roommate. Visual: 00:00–00:04: A woman with green eye patches, wearing a blue jacket and black leggings, dances in a living room. The background includes a fireplace, a blue velvet couch, and various decorative items. The camera is handheld and shaky, creating a casual, home-style feel. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the confusion and overwhelm caused by complicated wellness trends and products. The ad highlights 'powders with labels that you need to translate' and 'wellness routines wrapped in bio-hack schemes,' signaling the frustration of trying to decipher complex nutritional information and wellness advice. # Value propositions - Avoid the 'fiction' of bio-hacking schemes and focus on real food - A worthwhile alternative to complicated wellness routines # Benefits - Simple nutrition - Convenience - Easy to incorporate fruits and vegetables into your diet # Features - Frozen, ready-to-blend smoothies - Oat bowls - Plant-based foods # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer who is frustrated with confusing wellness trends and finds a solution in Daily Harvest. # Storyline - 00:00–00:04 00:00–00:04: A woman in a blue jacket and black leggings dances around a living room, singing about 'powders with labels that you need to translate' and 'supplements marketed by your old roommate.' The message is that the wellness industry is confusing and full of products that are hard to understand. - 00:04–00:07 00:04–00:07: The woman continues singing, now looking into a mirror, about 'wellness routines wrapped in bio-hack schemes.' The message is that many wellness trends are just complicated schemes. - 00:07–00:13 00:07–00:13: The woman sings, 'These are a few of my fictional things.' The message is that many wellness products are not based on reality. - 00:13–00:19 00:13–00:19: The woman sings, 'When you're confused, when trends make you feel lost and afraid.' The message is that wellness trends can be overwhelming and scary. - 00:19–00:21 00:19–00:21: The woman is now smiling and holding a Daily Harvest box. The message is that Daily Harvest is a solution to the confusion of wellness trends. - 00:21–00:24 00:21–00:24: The camera shows the contents of the Daily Harvest box, including smoothies and oat bowls. The message is that Daily Harvest offers a variety of healthy and convenient options. - 00:24–00:29 00:24–00:29: The woman pours a Daily Harvest smoothie into a glass. The text overlay reads, 'EAT FOOD, NOT FICTION.' The message is that Daily Harvest provides real food, not fictional wellness trends.

# Ad summary This ad for Daily Harvest features a flatlay of supplement ingredients and capsules, with the headline 'This isn't a New Year's resolution.' # Brand positioning Daily Harvest is presented as a brand that offers an alternative to traditional New Year's resolutions, positioning itself as a provider of easy, sustainable health habits. The brand aligns with a lifestyle focused on consistent, manageable wellness rather than drastic, short-term changes. By showcasing supplements and ingredients, Daily Harvest emphasizes a functional approach to health, focusing on incorporating beneficial elements into one's daily routine. The brand pushes against the norm of restrictive or unsustainable health trends, promoting a more balanced and integrated approach to well-being. # Product The ad features Daily Harvest supplements, presented as a collection of ingredients and capsules designed to support daily health. The product includes various forms such as loose powders, soft gel capsules, and solid capsules. The supplements are intended for individuals seeking to incorporate easy, sustainable health habits into their daily routine. The ad highlights the simplicity and accessibility of these supplements, suggesting they are an effortless way to enhance one's well-being. The supplements are shown in a flatlay arrangement, emphasizing their natural and straightforward composition. The ad aims to address the purchase barrier of overwhelming health routines by presenting a manageable and integrated solution. # Visual style The ad features a clean, minimalist aesthetic with a flatlay arrangement. The production quality is highly polished, with studio-shot lighting and even color grading. The visual motif is a grid layout, with the products and ingredients arranged in a diagonal line. The image treatment includes background removal and subtle color grading to enhance the natural tones. The typography integration is simple and legible, with a focus on clarity. The style contrasts with platform-native content, offering a high-design approach that aims to capture attention in the feed. # Hooks Headline: This isn't a New Year's resolution. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of unsustainable and restrictive health routines, as signaled by the headline 'This isn't a New Year's resolution.' # Value propositions - An alternative to traditional New Year's resolutions - Simple and accessible supplements for daily health # Benefits - Easy, sustainable health habits # Features - Supplements in capsule and powder form # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing its products and messaging in a visually appealing and informative manner. # Storyline - The ad opens with the headline 'This isn't a New Year's resolution,' which is intended to immediately grab the viewer's attention by subverting the common association of health products with restrictive or unsustainable resolutions. The brand is telling the audience that their approach is different and more manageable. - The ad then presents a flatlay of supplement ingredients and capsules, visually showcasing the product's composition and natural elements. The brand is showing the audience the simplicity and accessibility of their supplements, emphasizing that they are an effortless way to enhance one's well-being. - The ad concludes with the Daily Harvest logo, reinforcing brand recognition and providing a clear visual anchor. The brand is reminding the audience of their identity and solidifying their position as a provider of easy, sustainable health habits.

# Ad summary This ad features a woman who is confused by wellness trends. She receives a Daily Harvest box and makes a smoothie. # Brand positioning Daily Harvest is presented as a brand that cuts through the noise of wellness trends and provides simple, healthy food options. The brand is positioned as a solution for those who feel "lost and afraid" amidst confusing trends, offering a return to the basics of "fruits and vegetables." This positioning suggests a brand that values simplicity and effectiveness over hype, appealing to consumers who seek straightforward, nutritious choices without the complexity of modern wellness fads. The brand aims to occupy a space in the consumer's mind as a reliable, no-nonsense provider of healthy food, aligning with values of practicality and well-being. # Product Daily Harvest offers a variety of pre-portioned, frozen food products designed for quick and easy preparation. The ad showcases smoothies, elixirs, and protein smoothies, all emphasizing the use of fruits and vegetables. These products are targeted towards individuals who are overwhelmed by wellness trends and seek a simple, effective way to incorporate healthy foods into their diet. The unique selling proposition (USP) is the convenience and simplicity of the products, addressing the purchase barrier of time and effort required for healthy eating. The ad highlights the ease of preparation by showing the woman blending a smoothie, emphasizing the product's ability to provide nutrition without the confusion of complex wellness routines. The products are presented as a straightforward solution for those who want to "eat food, not fiction." # Visual style The ad has a UGC feel with a mix of polished and slightly messy visuals. The editing style includes quick cuts to maintain a fast pace, syncing with the music. The production quality is a hybrid, combining casual, relatable shots with clean product displays. The pacing is consistent, with cuts timed to the music beats, creating an engaging rhythm. # Hooks Spoken: 00:00–00:05: When you're confused, when trends make you feel lost and afraid Text overlay: SICK OF WELLNESS HYPE? Visual: 00:00–00:01: A medium shot of a living room. A woman with green eye patches is kneeling on a yoga mat in child's pose. The room is cluttered with various wellness products, books, and exercise equipment. The background includes a fireplace, windows, and a couch with colorful pillows. The lighting is warm and inviting. / 00:01–00:05: A close-up shot of the woman's face. She looks directly at the camera with a confused expression. She is wearing a blue sweatshirt and has her hair in a messy bun. The background is slightly blurred, focusing on her face and expression. # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is the confusion and overwhelm caused by modern wellness trends. The ad highlights this frustration with the line: "When you're confused, when trends make you feel lost and afraid." # Value propositions - Convenience and simplicity of the products - Easy to incorporate healthy foods into their diet - Nutrition without the confusion of complex wellness routines - Straightforward solution for those who want to "eat food, not fiction." # Benefits - Simple - Easy to prepare - Healthy - Convenient # Features - Pre-portioned - Frozen - Smoothies - Elixirs - Protein smoothies - Fruits and vegetables # Call to action None used. # Social proof - None used. # Point of view - Customer 70% – The ad is primarily told from the perspective of a customer who is confused by wellness trends and finds a solution in Daily Harvest. - Brand 30% – The brand's perspective is communicated through product shots and messaging that highlights the simplicity and effectiveness of Daily Harvest. # Storyline - 00:00–00:05 A woman is kneeling on a yoga mat in a messy living room, looking confused and overwhelmed. - 00:00–00:05 The message is that the wellness trends can be confusing and overwhelming. - 00:00–00:05 The perspective is from the woman's point of view, showing her frustration and confusion. - 00:00–00:05 The tone is lighthearted and relatable, using humor to connect with the audience. - 00:05–00:08 The woman receives a Daily Harvest box at her doorstep. - 00:05–00:08 The message is that Daily Harvest provides a simple solution to healthy eating. - 00:05–00:08 The perspective shifts to a brand perspective, showcasing the convenience of the delivery. - 00:05–00:08 The tone is positive and hopeful, suggesting a solution to the previous frustration. - 00:08–00:11 The woman opens the box to reveal various Daily Harvest products. - 00:08–00:11 The message is that Daily Harvest offers a variety of healthy options. - 00:08–00:11 The perspective is from a product-focused view, highlighting the range of items available. - 00:08–00:11 The tone is informative and appealing, showcasing the products in an attractive way. - 00:11–00:14 The woman pours the contents of a Daily Harvest cup into a blender and makes a smoothie. - 00:11–00:14 The message is that Daily Harvest products are easy to prepare and enjoy. - 00:11–00:14 The perspective is from a user's point of view, demonstrating the simplicity of the process. - 00:11–00:14 The tone is satisfying and straightforward, emphasizing the ease of use.

# Ad summary This ad introduces Daily Harvest's new Elixirs, which are easy-to-mix frozen cubes with 100% DV Vitamin C to support immune health. # Brand positioning Daily Harvest is presented as a health-conscious brand offering convenient and nutritious food options. The brand aims to occupy a space in the consumer's mind as a provider of easy-to-prepare, health-boosting products. The brand aligns with values of health, convenience, and natural ingredients. By offering frozen, easy-to-mix cubes, Daily Harvest pushes against the norms of traditional supplement formats like pills or powders, emphasizing simplicity and ease of use. The brand positioning is both functional (easy-to-mix, provides Vitamin C) and emotional (supports immune health). # Product The product being advertised is Daily Harvest Elixirs, which are easy-to-mix frozen cubes designed to support immune health. These cubes contain 100% Daily Value of Vitamin C. The product is for individuals seeking a convenient and effective way to boost their immune system. The USPs include the ease of mixing and the high Vitamin C content. The ad highlights the use occasion as a simple way to support immune health. The ad addresses the purchase barrier of complicated or time-consuming health routines by offering a quick and easy solution. # Visual style The ad has a clean and modern visual style with a focus on the product. The image is well-lit and the colors are vibrant. The composition is simple and uncluttered, drawing attention to the product and its key features. # Hooks Headline: MEET ELIXIRS: # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of maintaining immune health through inconvenient or complicated methods. The ad copy states, "Easy-to-mix frozen cubes with 100% DV Vitamin C to support immune health," implying that other methods may be less convenient or effective. # Value propositions - Easy-to-mix frozen cubes with 100% DV Vitamin C to support immune health. # Benefits - support immune health # Features - Easy-to-mix frozen cubes - 100% DV Vitamin C # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is introducing a new product and highlighting its key features and benefits. # Storyline - The ad begins by introducing Daily Harvest's new Elixirs, immediately conveying that this is a new product offering. The brand is telling the audience about their latest innovation to grab attention and generate interest. - The ad then highlights the key features of the Elixirs, emphasizing that they are easy-to-mix frozen cubes with 100% DV Vitamin C to support immune health. The brand is explaining the product's benefits and functionality to persuade the audience of its value.

# Ad summary This ad uses the image of a text message to convey an apology from Daily Harvest, promising improvements and offering a discount to win back a customer. The ad aims to build trust through a direct and personal approach. # Brand positioning Daily Harvest is presented as a brand that acknowledges past shortcomings and is actively working to improve. The brand aims to position itself as responsive to customer needs, willing to learn and adapt. The tone is apologetic and earnest, promoting values of growth, learning, and improvement. The brand is attempting to push against the norm of companies ignoring negative feedback by directly addressing concerns and offering incentives for customers to return. This brand positioning is primarily emotional, focusing on building trust and demonstrating a commitment to customer satisfaction, while also showcasing functional improvements in their product offerings. # Product Daily Harvest offers ready-to-blend smoothies, harvest bowls, and other plant-based foods delivered directly to consumers. The ad highlights additions to the product line including more protein offerings and higher fiber. The product is designed for individuals seeking healthy and convenient meal options. A key USP is the ability to enjoy these products without needing an ongoing subscription, making it more accessible. The product is positioned as a way for customers to incorporate nutritious foods into their diet easily. The ad addresses the purchase barrier of past dissatisfaction by promising improvements and offering a 15% discount to incentivize new trials. # Visual style The ad has a clean and minimalist visual style. The design is intended to mimic a native iPhone texting interface to create a sense of familiarity and authenticity. The color palette is muted, consisting of light grays, blacks, and white, giving the ad a modern and straightforward aesthetic. The typography is simple and legible, reinforcing the feeling of reading a text message. # Hooks Headline: Hey, sorry if this is out of the blue, but you've been on my mind lately. # Funnel stage Middle of funnel (Consideration) # Pain points Past dissatisfaction with the product or service is strongly implied, as signaled by the brand's apology: "I'm sorry I wasn't there for you in the way you needed me to be." # Value propositions - Try this again, I'll offer a 15% discount. - Plus, you don't even need a subscription to shop anymore. # Benefits - Convenient and healthy meal options - No subscription required # Features - New products with more protein offerings - Higher fiber # Call to action SHOP THE NEW DAILY HARVEST # Social proof - None used. # Point of view - Brand: The entire message is conveyed from the brand's point of view. The brand apologizes, shows how they've changed, and asks the customer to try their product again. # Storyline - The ad opens with an image mimicking a text message interface to the customer. The message starts with a sincere apology for not meeting their needs in the past. The intention is to immediately capture the viewer's attention and signal a personal connection. - The text message expresses the brand's commitment to growing, learning, and improving, and the addition of new products with more protein and higher fiber. This is included to reassure the customer that changes have been made to address previous concerns and that the brand is responsive to their needs. - The sender of the text apologizes for past issues and offers a 15% discount if the customer tries the service again, emphasizing that a subscription is no longer required. This segment promises a tangible incentive to give the brand another chance, directly addressing purchase barriers. The message finishes with a plea for 'another chance' to try the new Daily Harvest.