In 2013, Naked Juice was in a squeeze. With public perception taking a turn for the worse, the brand needed to stand for more than just great ingredients. By rallying consumers nationwide, we aimed to help the brand make a difference in communities known as Food Deserts where access to fresh, affordable food is scarce.
Drink Good. Do Good. rolled out on a national level. A three-part documentary series educated viewers on the importance of accessibility to healthy food, while grassroots events brought the message to a local level. Social media rallied consumers to join the cause through a mobile donation program. With the click of a finger, Naked Juice drinkers everywhere began sending pound after pound of produce to Food Deserts.
Within three days, the campaign reached its goal of donating more than 150,000 lbs. of produce through charity Wholesome Wave and made a lasting impact on neighborhoods nationwide.
Art Director: Amanda Villalobos
Copywriter: Brian Quintana
Creative Director: Tony Fuller, Andrew McGuire
Director for Documentaries: Keif Davidson
Copywriter: Brian Quintana
Creative Director: Tony Fuller, Andrew McGuire
Director for Documentaries: Keif Davidson
Photographer: Priscilla Montoya
Illustrator: Christer Eriksson
Illustrator: Christer Eriksson
A "trailer" of the three shorts was part of the viral marketing strategy, short enough to be a rich media buy but long enough to resonate on an emotinal level with our audience.
The three-part documentary series.
Print ad published in Good magazine.
The campaign as it was featured on Nakedjuice.com.
Social media support garnered awareness of the social issue of food deserts.
Online banner ads including this BuzzFeed feature were part of the digital marketing strategy.
Neckhanger with coupon drove Naked Juice fans to donation program.
