ON SET WITH PARIS HILTON + ALIX EARLE🧃
THIS WAS THE EPITOME OF STAR POWER
When you think of food and beverage chains, which brands come to mind? Probably Chipotle, McDonalds, Dunkin,’ or Starbucks. If you’re in the industry, or just have good taste, you might think of Sweetgreen. If you have a sweet tooth, maybe Dairy Queen comes to mind. Burgers and soft serve aside, a brand that should be at the top of your list is Joe & The Juice.
The brand is everywhere — in practically every major city and on every street corner. This global domination, combined with their vibrant pink branding and viral menu items (see: the Tunacado), makes the brand pretty hard to miss.
In addition to their colorful brand identity, the brand excels at staying culturally relevant which they achieve through carefully selected, thoughtfully executed partnerships. Let’s start with one that took last year by storm: their “FOR THE PLOT” shake with Serena Kerrigan:
The nature of the collaboration mirrored that of Erewhon’s smoothie creations with key celebrities including Hailey Bieber, Gisele, and Sofia Richie Grainge. Joe & The Juice and Serena Kerrigan took theirs a step further with an OOH play, featuring wild postings as well as a New York City billboard. Talk about being hard to miss!
Fast forward to this year, Joe & The Juice has been laser-focused on promoting their new line of breakfast offerings, namely their Eggcado sandwich. They seem to be attempting to replicate the success of the Tunacado with this new product, but they're not leaving it to chance. Instead, they've invested in numerous partnerships — with brands, creators, and celebrities — to amplify the campaign, spreading brand (and menu) awareness.
Last week, we covered Joe & The Juice’s collaboration with AGMES, a jewelry brand that created “The Eggcado Necklace Set.” It’s a friendship necklace that’s half avocado and half egg in honor of the sandwich. To amplify the pieces, they teamed up with Lilly Sisto, Maryah Ananda, Shauna Faulisi, and other creators to star in the campaign:
These wild postings serve as a perfect example of the power of leveraging star power in OOH campaigns, a topic we previously covered. Not only did the creators above engage with the campaign on Joe & The Juice’s social platforms, but they also shared videos and images of themselves in front of the wild postings around New York City. Naturally, their followers also shared images of the campaign in the wild, tagging both these individuals and the brand. Genius.
Just when we thought it couldn’t get any better, Joe & The Juice unveiled the final installment of their breakfast launch, a campaign so big, so packed with so much star power, that it completely blew our minds. Drum roll please:
Why cast Paris Hilton or Alix Earle alone when you can have them both, together?! The grounding insight behind this campaign is that breakfast, unlike brunch, lunch, or dinner, is the loneliest meal of the day. As written in the press release, their goal is to make the breakfast experience more social, and chic, of course. To be clear, THIS is what it means to ‘go out with a bang.’
The campaign was led by Potion, an agency founded by a dear PBT friend, Juliana Goldman. Apart from being an incredible human being, Juliana is quite simply a creative visionary — leading this campaign with her incredible team and partners should be proof enough. We had the opportunity of asking her all about this campaign, from her experience collaborating with Paris and Alix, to Joe & The Juice’s overall partnerships strategy. This is one of our favorite interviews we’d have to date, and you don’t want to miss it. Here’s everything Juliana shared:
PEOPLE BRANDS AND THINGS: How did you strategically and creatively approach each phase of the breakfast launch? What were the key objectives?
Juliana Goldman: Our objective with Joe & The Juice is to always collaborate closely with their internal team, exploring new and impactful ways to deepen the connection with their customers and increase brand exposure. In today's digital world, cutting through the noise to resonate with your audience requires a really thoughtful approach. We opted for a phased rollout for the breakfast launch.
We partnered with brand studio Kingsland to help shape the vision and came up with a few concepts, all centered around the theme of connection over breakfast through a fully integrated campaign. Eggcado phase one kicked off with a hyper-local branded mailer, introducing the product itself to Joe’s New York based community. Then, we launched the Eggcado friendship necklace alongside the 'Make New Friends’ campaign through our collaboration with AGMES. Our digital ‘Get Chic For Breakfast’ ad with Paris and Alix is our pièce de résistance, it’s so iconic and the perfect, chicest grand finale to an amazing launch.
PBT: This digital campaign and the AGMES partnership happened back to back. While both amplified the breakfast launch, how did your strategy vary between the two initiatives?
JG: The campaigns are interwoven in that they’re both created around this theme of connection and friendship. They are meant to play off each other in a way that you wouldn’t expect; but they’re very different of course.
For the AGMES partnership we worked with tastemakers in food & fashion through a visual Out of Home campaign that can be found around and near Joe & The Juice locations in Manhattan and on social media. The ‘Get Chic For Breakfast’ spot is designed to reach Joe's global audience, utilizing a range of channels including social and traditional media. So far, they’re both working very well in tandem with one another and you’ll see it play out even more soon!
PBT: Why does Joe frequently involve big-name talent in brand campaigns, and could you elaborate on the collaboration process specifically?
JG: Definitely! We typically prioritize working with people who are already genuine fans of the brands we work with. Our collaboration last year with Serena Kerrigan and Joe & The Juice is a perfect example – she was already a part of the family and expressed genuine excitement before and during the partnership. She and I are still talking about how epic it was, and that shows even more how much she cares.
Similarly, with Alix and Paris, they are regulars which always makes for an authentic campaign. The key is a real love for the brand, as it creates an energy that I believe customers will and can 100% pick up on.
PBT: Can you share any fun facts about Paris or Alix that people might find surprising?
JG: Not sure if you’d be surprised to hear this, but Alix and Paris are beyond chill and kind. They're genuinely so nice, funny, and down-to-earth (as are their teams) which made the whole shoot a blast. And they hit it off so well during breakfast that they ended up hanging out even after we wrapped. It's cool to see their friendship keep growing beyond just the campaign – and, I mean, isn’t that the point?
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