Daily Harvest Refueling Station - LA & NYC
The Gathery and I introduced Daily Harvest's month-to-month farm-frozen food delivery service to customers in real life with a groundbreaking experiential campaign known as The Refueling Station. This effort was the first time the digitally native brand ‘popped-up’ in physical form, resulting in invaluable insights from potential new customers and converting complimentary full-size samples into annual subscriptions.
The Refueling Station was activated in NY and LA to surprise consumers on their work commute, flipping the typical gas station service center known for unhealthy snacks into a delicious oasis that celebrated convenience without compromise.
The wild success "edu-tained" thousands of visitors converting them into DH aficionados, but more importantly – into customers. As a result of guest demand that came from our pilot program, Daily Harvest will begin building brick-and-mortar stores in the near future for more superfoods, super fast.
Project Details
Our guests enjoyed delicious smoothies from the mid-century inspired Refueling Station gas station pumps along with full-size Daily Harvest cups at the 'Car Wash', where guests were able to put farm-frozen cups into the beginning of the Car Wash and watch it be prepared until the clean greens was ready to be picked up on the other side. Gone were the rows of processed candy and chips as they were now replaced with a superfoods section to help educate guests on how to make their food work for them.
The footprint also offered free rides on our avocado car (a la a coin-operated children’s ride), hot sauce and seasoning from a coin-operated prize machine, lotto tickets for branded swag at our bodega-inspired counter, and a fresh cookie ATM run by gloved human hands at the press of of a button.
Project Contributions
Lead Creative Strategist, participating in 4-week long conceptualization and pitch to win the business alongside agency Co-Founders
Account Lead, as day-to-day liaison between agency and client; owner of all mission critical documents
Copywriter, from proposal through to on-site consumer messaging
Staff Training Lead, for Brand Ambassador staff
