To cut through the noise on National Smoothie Day, I ideated and led the development of Blended for Everyone — a bold OOH driven campaign for Jamba that pushed back on the rise of luxury wellness culture, where maintaining an image of health and happiness often felt more about buying into status symbols than actual well-being. The campaign invited everyone to rethink the idea that you need to spend a fortune or fit a certain lifestyle to enjoy something as simple as a smoothie.

Rooted in the insight that smoothies had shifted from everyday joy to status symbol, the campaign used street-level tactics to reframe the narrative. We launched a $1 smoothie promotion nationwide and took to the sidewalks of Los Angeles — home to the viral $20 smoothie — with guerrilla creative, including wheatpaste posters, stenciled sidewalks, and surprise $1 bill handouts.

Our message was simple: wellness shouldn’t come with a markup.

To add a wink, nod and maybe even a punch to the campaign, we activated around key Erewhon locations covering the surrounding area with a billboard, street stencils and street teams.

This campaign embodied the evolution of Jamba’s new “Hello Sunshine” platform promoting joy, authenticity and accessibility.