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Podcast

April 12, 2022

9

min read

The anatomy of an ad: Almost 30 x Daily Harvest

We collaborated with Sounds Profitable to highlight what makes a good podcast ad by breaking down real examples from popular podcasts.


This week's anatomy of an ad: 509. Your Intuitive Path with Nikki Novo -  Almost 30 x Daily Harvest

Hosted by: Krista Williams and Lindsey Simcik

Ad placement: Mid-roll 

Ad type: Dynamic insertion

Start point: 31:10

Ad copy: 

“I was so excited to see that I got a text from Daily Harvest and that my box is on the way. What I love about Daily Harvest is that I have a subscription and it makes it really easy to update it or change it because they text you. So I can always make sure that the box has everything that I'm craving, for every season, everything that I need. We are number one fans of Daily Harvest and have been for so many years. My freezer is literally always stocked and what I love is that you can make any one of their products in literally less than five minutes. So I'm making a Harvest bowl for dinner in less than five minutes - soups, flatbread, snacks, smoothies, lattes and so much more, and every single one of them is built on organic fruits and vegetables that are frozen at peak freshness and all of them are so creative. Yummy! I love them - it's unreal. I think we had flatbreads - the other day, me and Lindsay had a little pizza party. I like their tonics in the morning and I really love that I always have Daily Harvest on deck so I know that I'm getting whole nutritional fruits and veggies in a way that's easy for me. The cauliflower pesto harvest bowl is my favorite forever and ever and the mint cacao smoothie I have every single day. Avoid the take out temptation and get Daily Harvest, so go to dailyharvest.com/almost30 to get up to 40% off your first box. That's dailyharvest.com/almost30 for up to 40% off your first box one more time dailyharvest.com/almost 30.”

Let’s break it down to see what works:

The hook: 

“I was so excited to see that I got a text from Daily Harvest and that my box is on the way.”

Instead of starting off the ad-read with “this podcast episode is sponsored by…”, the hosts used a personal anecdote to connect with listeners - “I was so excited to see that I got a text from Daily Harvest”. We can all easily relate to the excitement of receiving a text about a delivery. 

The pitch:

“What I love about Daily Harvest is that I have a subscription and it makes it really easy to update it or change it because they text you. So I can always make sure that the box has everything that I'm craving, for every season, everything that I need. We are number one fans of Daily Harvest and have been for so many years. My freezer is literally always stocked and what I love is that you can make any one of their products in literally less than five minutes. So I'm making a harvest bowl for dinner in less than five minutes - soups, flatbread, snacks, smoothies, lattes and so much more, and every single one of them is built on organic fruits and vegetables that are frozen at peak freshness and all of them are so creative. Yummy!”

This part of the ad highlights the brand’s services and unique selling points, which includes its subscription service that keeps you up to date, the time-saving aspect, and of course, the quality of the ingredients. The hosts of the podcast touch on how customers can easily update their subscription, change it according to preferences, and even get notified about when to expect the delivery. 

Another selling point that helps Daily Harvest stand out - it's super time-saving. The hosts emphasize that “I love that you can make any one of their products in literally five minutes. So I’m making a harvest bowl for dinner in less than five minutes”. I mean who else doesn’t love a quick-fix that is also healthy! It was also nice to see how the hosts seamlessly highlighted the wide variety of options available to customers without creating a boring grocery list (specifically emphasizing that they don’t only sell smoothies). 

The offer: 

“Avoid the take-out temptation and get Daily Harvest, so go to dailyharvest.com/almost30 to get up to 40% off your first box. That's dailyharvest.com/almost30 for up to 40% off your first box one more time dailyharvest.com/almost 30.”

It’s clear that the hosts of Almost 30 know their audience - individuals that are short on time, are sick of eating unhealthy food and don’t want another boring salad. Krista and Lindsey lead into Daily Harvest’s offer with “avoid the take-out temptation and get Daily Harvest” - you’ve got my attention. 

Almost 30 listeners can get 40% off their first Daily Harvest box - what a deal! When listeners enter the website via Almost 30’s link, the promo is clearly highlighted at the top of the page. According to the landing page, “Almost30 - $25 off 9 items, $30 off 14 items, or $40 off 24 items”. Let’s just say, don’t enter the website on an empty stomach (or do) because it’ll be hard to leave without completing an order.   

Daily Harvest landing page

Hits the spot:

The ad-read and enthusiasm about the service sound natural, the personal anecdotes add a persuasive touch, and the promo code is definitely worth giving Daily Harvest a try. So, its safe to say that Daily Harvest’s sponsorship with Almost 30 hit the spot. 

Room for improvement:

It would be nice to hear the hosts relate the episode content to the ad-read. However, Krista and Lindsey made it clear that an ad-break is taking place and therefore it doesn’t feel completely out of the blue.  

Partnership track record:

Over the last year, Daily Harvest has sponsored 86 podcasts and has sponsored Almost 30 eight times.

Where else has Daily Harvest sponsored?

LadyGang, Childish, Metaphysical Milkshake, Court Junkie, Moms and Murder

What other brands have appeared on Almost 30?

BetterHelp, HUM Nutrition, Four Sigmatic, FX Chocolate, Athletic Greens

Takeaways:

Listeners of Almost 30 enjoy listening to Lindsey and Krista’s heart-centered, yet hilarious conversations about health, wellness, entrepreneurship, and of course, self-development. So, when they integrate with brands that align and promote these topics, it feels seamless and natural. Daily Harvest prides itself on good, clean food that is easy to make - so you really have no excuse to eat healthy while running your business or working on your self-development goals. It's pretty much a match made in heaven. 

It was enjoyable to hear the host's enthusiasm about Daily Harvest’s service and their natural appreciation for its products. When Lindsey and Krista mention specific dishes that they love, it helps the listener not only believe that the hosts actually tried the service but truly enjoyed it (and helps you know what to pick in your delivery). 


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