For National Smoothie Day, I developed Blended for Everyone—an integrated campaign that took aim at luxury wellness culture and the idea that feeling good should come with a premium price tag.

Smoothies had gone from an everyday treat to a status symbol, so we paired Jamba's nationwide $1 Smoothie Day promotion with a guerrilla activation targeting Erewhon locations in Los Angeles—the epicenter of the viral $20 smoothie.

The creative direction was intentionally scrappy and a little (very) cheeky. I directed the campaign photoshoot, wrote the OOH copy and selected the formats and placements that would bring our message directly to Erewhon's doorstep. Billboards, wheat paste posters, sidewalk stencils, street teams and surprise $1 bill handouts brought the idea to life: wellness shouldn't come with a markup.

The campaign drove a 90% increase in store traffic on National Smoothie Day and generated 130% more earned media coverage than the previous year's promotion. Not bad for a dollar.