Joe & The Juice
Slaying loneliness with a Sliving legend.
Role:
Head of Content + Agency Co-Founder
The Summary:
Brand’s first-ever video campaign & celebrity partnership.
40M+ combined social reach via Paris Hilton & Alix Earle.
Integrated campaign launch in NYC across digital, social, OOH, activations & seeding kit collaborations.
The Story:
Creative direction, content strategy & production to launch Joe & The Juice’s new Eggcado Sandwich. Wrote & directed brand’s first-ever video campaign starring Paris Hilton & Alix Earle.
The Task.
Make a viral video. For an egg salad sandwich.
Joe & The Juice is a global café brand with more than 300 locations worldwide, known for its pretty-in-pink aesthetic and cult-favorite sandwiches. After the Tunacado went viral in 2022, the brand was eager to build on the momentum to launch their first-ever video campaign for their all-new breakfast menu.
The brief: Drive breakfast menu awareness and in-store foot traffic with a buzzy video and celebrity brand partnership to support their new breakfast sandwich, the Eggcado.
The Strategy.
The Tunacado went viral because TikTokkers replicated the recipe at home. But the brand wanted the Eggcado to bring them to the store. And while Joe's pastel-pink stores and technicolor smoothies pop bright on camera, the egg salad… um… does not.
We started with a datapoint: Breakfast is statistically the meal most likely to be eaten alone. Americans feel more isolated than ever, so we positioned breakfast as a way to start your day socializing with actual human beings instead of doomscrolling.
Working directly with Joe’s Brand Director Kasper Garnell to set further creative guardrails and content strategy, “Get Together At Breakfast” became a fully integrated 360 campaign to maximize cultural reach and visibility. The celebrity talent had to fit from a creative, brand, and aesthetic perspective—and when you think pink and chic, you think Paris Hilton and Alix Earle.
The Execution.
We worked closely Team Paris and Alix Earle to build a creative concept around their mentor-mentee relationship, and to ensure the script felt authentic to their personal brands while serving the larger Joe brand story.
Filmed at the flagship Joe & The Juice location in West Hollywood, the video and social campaign launched with:
Bold OOH, digital boards & wildpostings across NYC.
Influencer partnerships & in-store activations.
Custom Egg & Avocado jewelry seeding kits.
This was Joe & The Juice’s first original video-led launch and extended the brand’s viral notoriety into a more developed and integrated creative platform. Even the egg salad looked good.
