Popular coconut water brand Harmless Harvest made their debut into the fast-growing plant-based yogurt category in early 2020 with a range of dairy-free coconut yoghurts. Known for their innovative processing methods, organic ingredients and clean labels, Harmless Harvest wanted to bring everything customers already love about the brand and offer a delicious yogurt alternative as the perfect breakfast or satisfying snack.
Operating in a highly competitive segment (plant-based yogurts saw a whopping 39% growth in the year to April 2019!) Harmless Harvest knows that they need to get cut-through and demonstrate to consumers exactly what makes their product so special. While there are many dairy-free coconut yogurts to choose from, the proof is in the pudding for Harmless Harvest with a noticeably creamier, cleaner-tasting product. So, they set out to get products into the hands of their target consumer.
Using Brandcrush, Harmless Harvest connected with Green Chef — the US#1 meal kit for eating well. Part of the HelloFresh family, Green Chef offers a variety of easy-to-follow meal plans for every lifestyle, like keto, plant-powered, and more. This is the meal kit for those who care about eating and living green.
Recognizing that Green Chef offered a powerful opportunity to connect with a niche audience of 85,000 health-conscious consumers. Harmless Harvest booked a chilled sampling campaign to have their Strawberry and Vanilla coconut yogurts included in Green Chef meal kits across the country. The samples included a buy-one-get-one coupon offer to encourage consumers to seek out the product in store at Whole Foods and Sprouts.
The campaign delivered on driving brand awareness and trial to a hyper targeted audience nationally across the US