Papaya Food Startup

Delivering Vegan Dishes to Center Stage.

WATCH CASE STUDY VIDEO
13 Weeks
of Meal Drops
21%
Engagement Rates
557K
Instagram Followers + Social reach

The Opportunity

NYC-based food startup Papaya has a vision for elevating plant-based food and making innovative, creative vegan meals more accessible for more people. The problem? Plant-based is an afterthought on mainstream food delivery apps. You can filter for ‘Vegan’ meals, but what turns up is usually junk food (ex. cashew grilled cheese), side dishes (ex. sad salad), or meat alternatives.More people identify as “plant-curious” — that is, open to eating a few plant-based meals a week — than ever, driven by the desire to live more sustainably. Papaya and Gitwit knew there was an opportunity to make delicious vegan food easy to order and deliver, so Gitwit got to work creating the go-to-market strategy and campaign to launch a 13-week meal drop across NYC.

Find out how this plant-based cuisine delivery concept became a reality — partnering with 12 NYC restaurants, garnering over 1,900 sign-ups, and delivering to 630+ homes in the beta launch.

01

Strategy

Papaya knew it wanted to be more than a food delivery service. It wanted to elevate the whole experience of eating a delicious plant-based meal at home, from ordering to unboxing to eating and sharing feedback.

The Strategy: Create an experience for plant-curious eaters that was just as convenient as mainstream food delivery apps, but much more elevated and thoughtful. Make this meal drop experience special and generate interest by building “hype.”

Gitwit crafted the entire experience strategy, from the online ordering experience to SMS flow to the entire meal experience itself.

02

Concepting

With this strategy in mind, we decided the 13-week meal drop concept had to have two main components:

  1. A feeling of scarcity and urgency, similar to “hype drops” — each week, the Papaya drop menu would be released on a certain day, giving customers one week to order the drop before they sold out.
  2. Fully packaged meal experience — Gitwit decided the experience should include Papaya-branded reusable bags, curated Spotify playlists for each meal drop, branded coasters, and even a little postcard that came with each meal.

What we concepted + created:

  • Papaya-branded collectible meal experience pieces for each meal drop
  • New Papaya website with targeted landing pages that told the story and vision and made it easy to order the meal drop
  • Dozens of bold, playful static and video ads for various paid campaigns
03

Weekly Restaurant Partner & Meal Drop Videos

We knew video would play a huge role in building hype and generating sign-ups for each week’s menu so we concepted videos that were fast-paced, playful, and exciting. They showed meals being prepared, cooked, and plated, but also told the stories of the chefs and meals themselves.

From Tulsa, 1,300 miles away from NYC, our Motion Team coordinated and directed video shoots with Papaya’s founders, their restaurant partner chefs, and local photographers and videographers. Oh, and we did this every single week.

No items found.
04

Campaign Strategy & Development

To make Papaya’s beta launch a success, we created a campaign plan with these goals in mind:

  1. Get pre-sign ups, sign-ups and orders from target radius customers in lower Manhattan (reach of 620K) → Awareness campaign on Meta and YouTube based on zip-code targeting
  2. Enlist  journalists and influencers to write about Papaya drops, and compel others to sign up → Created aggregated list of NYC-based and national prospects, sent personal messages, and drove them to a specific landing page for PR sign-ups

NYC Awareness Ad Campaign

Our Awareness Explainer video ad performed the best among all of our ads, bringing in 198.5K impressions in the pre-launch awareness ad sets.

We used what we learned from targeting ads for the NYC radius and vegan interest to optimize our retargeting efforts — earning an insane click-through rate of 2.81 percent. These retargeting ads ventured off from broad-audience channels Facebook and Instagram to include audiences on YouTube, as well.

Press + Influencer Campaign

Gitwit and Papaya created a comprehensive list of hundreds of food bloggers and vegan influencers. We reached out to each one and offered them one free Papaya meal drop so they could capture their experience and share it with readers and followers. This strategy and the resulting UGC content earned a combined potential reach of 3.2 million people seeing Papaya for the first time.

05
06

Services Provided

Strategy

Content Strategy
Positioning
Identity
Asset Design
Campaigns
Video/Photography Production
Animation
Copywriting/Editorial
Social Media
PR Outreach
User Experience Design
Websites
Dashboard Development
Data Engineering

Branding

Content Strategy
Positioning
Identity
Asset Design
Campaigns
Video/Photography Production
Animation
Copywriting/Editorial
Social Media
PR Outreach
User Experience Design
Websites
Dashboard Development
Data Engineering

Marketing

Content Strategy
Positioning
Identity
Asset Design
Campaigns
Video/Photography Production
Animation
Copywriting/Editorial
Social Media
PR Outreach
User Experience Design
Websites
Dashboard Development
Data Engineering

Digital Experiences

Content Strategy
Positioning
Identity
Asset Design
Campaigns
Video/Photography Production
Animation
Copywriting/Editorial
Social Media
PR Outreach
User Experience Design
Websites
Dashboard Development
Data Engineering

Analytics

Content Strategy
Positioning
Identity
Asset Design
Campaigns
Video/Photography Production
Animation
Copywriting/Editorial
Social Media
PR Outreach
User Experience Design
Websites
Dashboard Development
Data Engineering

Bring us a problem.

It's our favorite place to start.

Thank you for getting in touch.

Expect a call or email within one business day so we can really get the conversation started. Our team is looking forward to learning more about what you are wanting to do.

Oops! Something went wrong while submitting the form.