QSR Campaign of the Month - Boost Juice, Squeeze what you Love!
Dan Bradley, Retail Zoo Chief Brand Director tells QSR Media readers about their recent campaign.
QSR Media: Why are you rolling out this campaign?
Dan: Boost Juice as much as possible looks to have a ‘light touch’ regarding the transition from the farm to the end product. We keep the ingredients in our juices and smoothies as natural and raw as possible. The campaign was designed to focus on that, and at the same time to demonstrate the passion for the people, the process and for the end result. That, and we wouldn’t mind selling a few more juices and smoothies as a result of it.
QSR Media: Why have you chosen Janine as the face of the campaign?
Dan: As the Founder of Boost Juice Janine has always been the face of the brand, and that hasn’t changed. But just as importantly, the ‘farm to store’ process, and keeping that raw focus is something that Janine has always been passionate about, so while she is completely on brand for Boost Juice, the message that she is delivering is one that she has been advocating for years.
QSR Media: Tell us a bit more about the Digital Platform strategy?
Dan: There is no question that getting any brand message to cut through to the market is becoming more challenging all the time. People have ‘message fatigue’, we’re being marketed to everywhere, and the human mind has a remarkable filtering capacity to allow certain things through and subconsciously block others. This has an impact both on the creative itself, and on the placement.
The digital domain is now not an emerging, niche area. It’s significant, particularly with certain demographics and psychographic. Our view was that we should ‘fish where the fish are’ and use digital as a significant component to our media placement in combination with the more traditional media. We use traditional media extensively and it will always play a role for us, particularly radio which works very well for our brands, however it is important that we have digital platforms as part of the media mix.
QSR Media: What is your expectation of the campaign?
Dan: It is a branding campaign, not call to action, so to that extent we don’t expect consumers to rush in tomorrow and buy a smoothie or a juice. That said, our expectation is that the creative in the core Squeeze ad itself, and in the sense of playfulness that comes through in the out-takes, which we are also placing into our media campaign, will drive positivity towards the Boost brand. Ultimately, that will have an impact on people’s awareness of the Boost brand, and what it stands for, and ideally translate into sales growth.
View the Squeeze what you love ad here: https://www.youtube.com/watch?v=Pi3leEf5Xls
View the Squeeze what you love out-takes here: https://www.youtube.com/watch?v=IgHGPssRd4c
