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.

I wrote the OOH copy and helped shape the creative, bringing the idea to life through billboards, wheatpaste posters, sidewalk stencils, street teams and surprise $1 bill handouts, all centered around one message: 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, proving that a culturally relevant idea could drive both conversation and business results.