In this pitch we were charged with helping Juice Press create a campaign that generated buzz, increased new users and convinced current users to drink more juice, all on a shoestring budget. They asked that our idea include sampling. 

Juice Press was and is one of the last holdouts using only local organic ingredients and not using high pressure processing (HPP) which can neutralize the nutritional benefits of raw, unpasteurized juice. The idea: In a world where everything is processed, Juice Press stands for living an unprocessed life.

CD/CW: Paula Dombrow, Designer: John Malcomson, Agency: Oberland

“THE UNPROCESSED NEWS” FREE TABLOID

“The Unprocessed News” is a free press handed out monthly at entrances to NYC subways along with samples of Juice Press. The content is curated each month to contain cheeky editorial on living an unprocessed life. The tabloid shown here was printed on newsprint and used in the pitch.

Each free press issue is tied in with a monthly calendar event like the one shown below right celebrating infamous “processed moments” in history like “the day yoga was trademarked” or “the day of the first mobile text break up”. These monthly events tie in with promotional discounts in store.

GUERILLA POSTERS

Guerilla poster teases Live “Press Feeding” Event which includes live nursing moms in Times Square, Central Park and Grand Central Station nursing their babies publicly while drinking raw, unpasteurized Juice Press.  Of course, the other press is invited to cover the event.

Other guerilla postings raise awareness that Juice Press locations are like a modern-day “fall out shelter” where anyone can duck inside when feeling overwhelmed by the processed world. An accompanying branded map of NYC is handed out in-store and with outdoor sampling as a guide to all Juice Press locations (indicated by a fall out shelter symbol).  

IN-STORE POSTER

In-store poster combined with sampling invites virgin juice drinkers to explore and prompts experienced juice consumers to be more adventurous.