How did we influence consumer habits with a #NoAddedSugar beverage line?
Jive client Jugo Juice, the pioneer in the evolution of Canada’s healthy smoothie, was launching a new no added sugar frozen yogurt, making them the first quick serve restaurant in Canada to offer a full no-added sugar beverage line. While Jugo Juice has established themselves as one of the original healthy quick serve restaurants in Canada, they wanted to drive trial with new audiences and tap into the ever expanding healthy active living demographic.
With an ever shrinking media landscape and relatively modest budget, Jive chose to focus on engaging key social influencers (#JugoTastemakers) across Canada with the goal of broadening the brands visibility while educating audiences about the No Added Sugar campaign.
How We Did It
The Influencers were tasked with the challenge of eating and/or drinking at Jugo Juice for one meal everyday for the duration of 10 days to show how they stay fuelled throughout the day with Jugo Juice. To kick-off the campaign, Jive sent product kits to each influencer with branded merchandise to help them stay fuelled on-the-go during the challenge. The influencers documented their 10-day efforts on Instagram through stories and native posts that garnered a reach of 176,656 and over 108,000 impressions.
The result was a 10-day campaign that produced over 75 social posts across 4 channels, tons of user generated content, a boost in positive brand sentiment, and an increase in awareness of the brand and its new #NoAddedSugar beverage line. The influencers discovered new Jugo Juice favourites, learned more about the brands offerings and nutritional information, and inspired and encouraged their followers to do the same.
Check out our work on the brand's Instagram channel for fresh ingredients and to learn how to #FuelBetter.