.svg)
Driving the first year of B2C activation for an industry-leading B2B brand.
Fruit juice is high in sugar, and high on environmental impact. Eager want to be honest about this, and turn fruit juice into a treat moment rather than an everyday staple.
Storage is at the heart of this message: Eager juice is delivered to your door in airtight cartons that don’t need to be refrigerated – meaning they can be stored away from the fridge. This ‘out of sight, out of mind’ approach is great for limiting our juice consumption at home, and — as there is no need to refrigerate the juice — has reduced the CO2 emissions in Eager’s supply chain by 25%.
We worked with Eager to unify their brand language, creating a new brand mission and messaging that encapsulated their ambitions and their challenge to the wider industry to be more honest about the impact of juice.
Next was the activation phase. We implemented a strategy that tested multiple messages to different audiences across their channels – including poster adverts, social media and PR – and created a juice giveaway campaign that made the most of Eager's straightforward values.
We then worked on a creative data capture survey that we turned into a clever but honest poster campaign about juice and its (realistic) impact on people’s lives – designed to alert consumers to Eager’s brand, its values and its juice subscription service.
This was supported by an effective content and SEO strategy targeting keywords related to juice recipes, storage and interior style, and family occasions, to capture demand for Eager's offering.
