While Just Salad is well-known in New York City, the brand sought to address a lack of brand awareness in Florida as it entered the new market.
After conducting thorough market and consumer research, we discovered something that was missing from the crowded South Florida QSR space: authenticity. Consumers felt like $16 bowls offered by competitors prioritized aesthetics over everything else. Our campaign, Realness Served, leveraged Just Salad's proven ability to serve up quick, tasty, and truly nutritious meals at fast food prices. In a world of fake, Just Salad keeps it 100.
Resulting creative direction conveyed this message through attention-grabbing color and an attitude that said we had something to prove while letting our all-star ingredients shine.
My role: associate strategy and media director