Station Film's Sara Shelton Directs for Daily Harvest, Schaaf
Daily Harvest is calling out the wellness industry's obsession with pseudoscience, buzzwords, and viral misinformation. The plant-based food company has launched “Eat Food, Not Fiction,” a fully integrated brand campaign that uses real food as the ultimate exposé of wellness culture's empty promises.
Debuting December 26 across digital, social, and CTV, the campaign introduces an updated Daily Harvest website built for radical ingredient transparency, new product launches, and bold creative that positions real fruits, vegetables, and grains as a counter-cultural statement in an era of supplement shilling and unreadable labels.
“Food has become overcomplicated and over-marketed,” said Sarah Tabb, Chief Commercial & Marketing Officer at Daily Harvest. “With 'Eat Food, Not Fiction,' we're pulling back the curtain on wellness culture and reminding people that real nourishment doesn't come from trends—it comes from ingredients you can actually recognize.”
Created by Schaaf, a women-owned independent agency directed by Sara Shelton of Station Film Productions, the campaign features a :60 hero film set to a parody of The Sound of Music's "My Favorite Things"—reimagined as “Fictional Things." Debuting December 26 across digital, social, and CTV, the campaign introduces an updated Daily Harvest website built for radical ingredient transparency, new product launches, and bold creative that positions real fruits, vegetables, and grains as a counter-cultural statement in an era of supplement shilling and unreadable labels.
“The wellness category has trained consumers to look for magic—exotic superfoods, proprietary blends, celebrity-endorsed powders," says Kendra Schaaf, Founder of Schaaf. “Daily Harvest's superpower is that they don't need any of that. Real food, transparently sourced and honestly presented, is the most radical thing you can offer right now.”
Station Film director Sara Shelton said, “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 launches alongside a redesigned website prioritizing ingredient education, sourcing stories, and nutritional clarity, plus new product launches expanding Daily Harvest's portfolio of nutritionist-crafted, plant-forward meals. Rather than chasing viral trends, Daily Harvest is doubling down on what's always differentiated the brand: ingredients that are carefully sourced and clearly labeled, recipes grounded in culinary craft and nutritional integrity, and a philosophy that food should be simple, honest, and accessible.
“Eat Food, Not Fiction” positions Daily Harvest as a trusted voice in a category drowning in noise. The campaign invites consumers to opt out of the wellness hype machine and back into food that actually delivers—no mystical springs, proprietary blends, or influencer co-signs required. The integrated campaign runs across digital video, social media (Instagram, TikTok, Meta), connected TV, and owned channels through Q1 2026.
CREDITS
Client: Daily Harvest
Agency: 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
