Daily Harvest is pushing back on the wellness industry’s obsession with buzzwords, pseudoscience, and viral misinformation. The plant-based food company has launched a new, fully integrated brand platform, Eat Food, Not Fiction, positioning real ingredients as a direct rebuttal to an increasingly noisy, over-marketed wellness culture.
“Food has become overcomplicated and over-marketed,” said Sarah Tabb, Chief Commercial and Marketing Officer at Daily Harvest. “With Eat Food, Not Fiction, we are pulling back the curtain on wellness culture and reminding people that real nourishment does not come from trends. It comes from ingredients you can actually recognize.”
Rather than chasing fleeting trends, Daily Harvest is doubling down on what has always defined the brand. Carefully sourced ingredients. Clearly labeled recipes. Culinary craft grounded in nutritional integrity. The updated website highlights sourcing stories, ingredient education, and product simplicity, reinforcing the company’s long-held belief that food should be honest, accessible, and easy to understand.
The new campaign was created by Schaaf, a women-owned independent agency, and directed by Sara Shelton of Station Film Productions. Its sixty-second hero spot reimagines The Sound of Music’s “My Favorite Things” as “Fictional Things,” skewering the industry’s fixation on exotic claims and miracle solutions in favor of something far simpler. Real food. Watch below:
“The wellness category has trained people to look for magic,” said Kendra Schaaf, founder of Schaaf. “Exotic superfoods, celebrity powders, proprietary formulas. Daily Harvest does not need any of that. Real food that is transparently sourced and honestly presented is the most radical thing you can offer right now.”
Station Film director Sara Shelton added, “As someone who’s lost an embarrassing amount of money to ‘wellness’ offers, channeling the frustration of a woman chasing wellness was almost TOO easy. I know this person because I have been this person. And to express it through this sweet, beloved song was just so delightfully ironic. We focused on messier, improvised choreography and camera work, wanting people to see themselves in our subject, and anything too slick just wouldn’t hit the same. Schaaf Agency and Daily Harvest trusted that approach, with Mean Machine Music rounding things out as the perfect partner to help craft our song.”
The campaign debuted on December 26 across digital, social, and connected TV. The campaign reframes fruits, vegetables, and grains as a counter-cultural choice at a time when supplements, proprietary blends, and influencer-backed shortcuts dominate the conversation.
The launch also coincides with a redesigned Daily Harvest website focused on ingredient transparency, sourcing education, and nutritional clarity, alongside new product introductions.
Eat Food, Not Fiction positions Daily Harvest as a steady voice in a wellness landscape crowded with noise. The campaign invites consumers to step away from hype and back toward food that actually delivers, without mystical claims, influencer endorsements, or unreadable labels.
CREDITS:
Credits
BRAND: Daily Harvest
AGENCY: Schaaf
Founder: Kendra Schaaf
PRODUCTION COMPANY: Station Film
- Director: Sara Shelton
- Founding Partners: Caroline Gibney, Stephen Orent
- Executive Producer: Anthony Rescigno
- DP: Christine Ng
- Choreographer: Tracy Phillips
- Editor: Matthew Berardi
MUSIC: Mean Machine
COLOR: Trafik
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