JuiceLand

A streamlined communications strategy: Strategic executive brand positioning plan and corporate business development

Austin staple for raw, superfood smoothies and plant-based foods.

The Story

Originating as a small juice shop on Barton Springs Road in Austin, Texas, JuiceLand steadily grew into a local staple for raw, superfood smoothies and plant-based foods. In the subsequent nearly two decades in business, the company underwent a vast expansion to over 30 locations, including opening shops in Houston and Dallas. Integral values to JuiceLand tie back to inclusion and sustainability, offering organic plant-based ingredients that support a healthy lifestyle, environment and community.

Amid a messaging crisis that threatened the company’s core ethos, JuiceLand turned to Red Fan to uphold the brand’s reputation. In addition, the company sought opportunities to expand and enhance its internal communications and operations.

Challenge

In a seven-month partnership, Red Fan was tasked with supporting JuiceLand’s continued growth across Texas while improving customer and public opinion. Under executive tutelage, a comprehensive brand communications strategy and strategic media relations campaign, the spotlight shifted and amplified JuiceLand’s core values.

Solution

Red Fan assemble a streamlined communications strategy. A strategic executive brand positioning plan and corporate business development followed the initial crisis communications support. The core media strategy focused on leveraging:

Reestablishing the brand’s core value statements and brand narrative.
JuiceLand’s new store openings, product debuts and plans for Texas expansion.
CEO Matt Shook’s leadership qualities both internally and externally.
Highlighting the critical hirings of JuiceLand President Marc Jacob and Chief People Officer Angela Shaw.
Philanthropic partnerships, including the company’s Feel Good, Do Good program and JuiceLand’s sponsorship of the Austin American Statesman Cap10k Race.

Results

JuiceLand’s Austin roots are a driving force for consumer coverage and have earned mentions in multiple travel suggestion publications. Tourist blogs with national representation consistently recommend JuiceLand as a notable stop for festivals as part of the city experience.

While competing with national giants such as Smoothie King, Jamba Juice and Nekter Juice Bar, JuiceLand received nearly a third of the total organic share of voice throughout its campaign with Red Fan. The share included more than 900 million views, highlighted by a steady increase from January to April 2022.

The brand’s 10-year anniversary and Marc Jacob’s hiring earned substantial recognition in the local press from Fox 7 and Community Impact. In early 2022, Red Fan secured an expansion announcement with the Austin Business Journal, which earned syndications statewide. An Austonia CEO Spotlight featured Matt Shook’s rise and philanthropy with Feel Good, Do Good. Multiple Red Fan contacts contributed to JuiceLand’s community partnerships through Amplify Austin Day, Cap 10K and SXSW. In 2022, Red Fan’s work helped earn more than 300 million views and a 287% increase in readership year over year.

Share this Case Study

Kathleen and her team at Red Fan are—hands down—the best strategic communications partner I have experienced. As a result of our work together, they helped me advance JuiceLand’s internal and external communications and establish a stronger connection with my team and our community. I recommend them without hesitation to any company in high growth mode.