The story behind the jar.
Integrated Campaign, Brand Video, Tradeshow, Print, Digital, Photography
Ever since Justin's launched at the Boulder Farmer's Market in 2004, the company thrived on having a great product alone. Come 2015, it was time to bring the story of Justin's delicious, nutritious products to life on a larger scale.
Justin's tasked us with creating their first-ever consumer-facing marketing campaign to give the scoop to nut butter lovers everywhere.
Since the start of his company, Justin has included a cheeky personal note on the back of his packaging, describing the thought process behind each one of his delicious products. These candid letters are what inspired the idea behind the "Sincerely, Justin" campaign.
Cleverly earnest copy and a heartfelt lifestyle aesthetic helped drive home the campaign's sincere message.
Justin's products are the perfect fuel for every day's adventures, from early morning to late, late at night. So, we created a brand video to capture that essence. The following video stars Justin, himself, along with his wife and two young children- making the message a truly personal one for Justin and his brand.
We created a series of fast-paced recipe videos starring the delicious nut butters and worked with an influencer for further amplification.
The campaign included a large paid digital effort that placed a series of yummy cinemagraph banner ads onto foodie-focused websites. Each ad led users to SincerelyJustin.com, where they were encouraged to learn more about the brand and sign up for a free taste.
Full-size postcard coupons were snail mailed to hungry users- a personal touch that caused redemption rates to soar.
So successful, in fact, that Justin’s caught the eye of Fortune 500 company Hormel Foods, who paid more than just a few peanuts to acquire them in 2016.
Coupon redemption rate
Amount Hormel acquired Justin's for in 2016