Cutting through to a clean eating audience
Harmless Harvest samples creamier, cleaner coconut yogurt via popular Green Chef meal kits
physical reach
85,000

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