Quick, Delicious and Clean: Daily Harvest Is Mixing Up a Movement
“We market by ensuring that with every single touchpoint we’re not too prescriptive. We’re meant to be additive, an opportunity that can support you in your own life and easily integrate into the way that you live. We’re just saying, ‘Hey, if you can have one more serving of fruits and vegetables a day, you’re doing the right thing.’ We’ve really focused on that one more good choice.” — Charlotte Duleyrie, Vice President of Brand Marketing, Daily Harvest
Daily Harvest is a rapidly growing online meal-delivery service that provides frozen foods — smoothies, harvest bowls, oat bowls, soups and more — made with organic fruits and vegetables, using recipes crafted by in-house chefs and nutritionists. SheReports recently spoke to Daily Harvest Vice President of Brand Marketing Charlotte Duleyrie, who joined the company from direct-to-consumer athletic apparel brand Outdoor Voices, about building evangelism, the challenge for busy people to eat healthy and her very special role model and adviser.
What is Daily Harvest’s mission?
Our mission is to take care of food so we can take care of you. Our thought process is that everyone out there who eats should be a customer, but somehow they choose to grab the bar and the cupcake instead of actually putting good, clean, nourishing food in their body. And so Daily Harvest has been created to fill that gap and serve that need for everyone out there, offering food that can be nourishing for you in a really delicious and convenient way. We do that by putting together the best ingredients and by creating amazing recipes, and delivering that to you.
How did Daily Harvest originate?
Daily Harvest was founded by CEO and Founder Rachel Drori. She was a marketer and had worked for some of the top brands out there and was hustling, working all day and found that she was not taking care of herself. She was in back-to-back meetings all day and had no time to even grab a bite of lunch. She finally said it wasn’t right.
She started creating food just for herself, using her freezer at home and meal prepping on Sundays as a solution to not finding time to eat and not nourishing herself. When friends, acquaintances and people in business caught on to what she was doing, she realized she wasn’t the only one having that problem. So she created a little bit of an MVP [minimal viable product] version, creating smoothies and delivering them to friends and then friends of friends. It grew into this business quite quickly because what she found, and what our company is finding, is that today everyone is struggling with figuring out how to feed themselves in a good and nourishing way.
When did you come in?
I joined Daily Harvest just under a year ago. I was leading marketing at some other start-ups, and when I met Rachel, was just kind of floored by her vision and mission for the company and personality. Plus, I am in love with the food and wellness space. She and I connected because she’s been a marketer and a steward of a brand, and that’s exactly what I am. I joined to lead the brand team, and I’m super excited to build connection with our community and ultimately build evangelism.
How do you build connections, community and evangelism?
I think marketing is at its best when you build authentic advocacy. The way that I approach that is by one-to-one interactions with the customer. I asked the whole team to think of themselves as that first line of defense for marketing. But even when you can’t have that one-to-one interaction, the way that the brand shows up [is important] and that shows in our messaging and the places where we choose to partner.
We always want to ensure that as a brand, Daily Harvest is approachable and human. When developing our voice, creating content and speaking with customers, we use the lens of “your best friend’s older sister.” It sets the tone internally, so we never come across as authoritative or self-righteous.
On top of that, obviously the food needs to be great and the visual needs to be great. The experience needs to be great, but it’s about that humanness really showing up as a partner — that is super, super important.
How do you market Daily Harvest?
The central tenet of how we think about marketing at Daily Harvest is that it really needs to be the right balance between building a business and building a brand. We’re always thinking about how those two come together and how we’re fulfilling both of those initiatives as we go about marketing.
We market by ensuring that with every single touchpoint that we’re not too prescriptive. We’re meant to be additive, an opportunity that can support you in your own life and easily integrate into the way that you live. We’re just saying, “Hey, if you can have one more serving of fruits and vegetables a day, you’re doing the right thing.” We’ve really focused on that one more good choice.
We always want to ensure that as a brand Daily Harvest is approachable and human. When developing our voice, creating content and speaking with customers, we use the lens of ‘your best friend’s older sister.’ It sets the tone internally so we never come across as authoritative or self-righteous.
Who are your role models?
My biggest role model is my mom. She’s pretty phenomenal. She spent her career in marketing and branding, so not only do I look up to her in all the other facets of life but also now, as I go further in my career, she’s got a lot of great input.
What’s to come are a lot of new collections and a lot of new food. We’re really thinking about different preferences and different opportunities. We’ve built Daily Harvest as an amazing direct-to-consumer digital business and want to make sure that Daily Harvest is always available to them. Over the past year, we’ve tried different partnerships and we’ve tried different pop-ups, but we’re definitely leaning into other ways that Daily Harvest can come to life.