Daily Harvest
Eat Food, Not Fiction
Brand Positioning
Creative Platform
Film
Social
Earned Media
We called out the wellness industrial complex, positioning Daily Harvest not as the next trend to try, but as a rejection of the entire hype economy.
The Problem
The world is trapped in an endless loop of wellness fads: celery juice, sea moss, adaptogens, then whatever an algorithm anoints next. The category thrives on confusion: fake experts, conflicting claims, and performative solutions engineered to keep her chasing, not thriving. The result is burnout, distrust, and a growing sense that “wellness” has lost the plot.
The Solution
Eat Food, Not Fiction is Daily Harvest’s line in the sand. A campaign that exposes the hype machine by doing the simplest, most radical thing possible: telling the truth about food. We use real ingredients as receipts, cutting through pseudoscience and influencer theatrics to reassert Daily Harvest as grounded, credible, and culturally awake. The work positions the brand as an anti-trend authority—rooted in reality, and unafraid to say what the category won’t.