Fuel Good On Purpose.
Jugo Juice had awareness, customer loyalty and a recognizable visual identity, yet the reason to choose the brand was harder to articulate consistently across markets.
We conducted quantitative and qualitative research across Canada to understand how customers were making decisions around nutrition, convenience, value and everyday wellness.
The research pointed toward a position built around usefulness. Functional Fuel became the strategic idea behind the work: Jugo Juice products should make their purpose easier to understand, giving customers more confidence in what they are choosing and how it fits into their day. That strategy became the customer-facing expression Fuel Good On Purpose.
The work has expanded into national positioning, audience strategy, messaging, menu engineering, digital menu architecture, functional iconography, photography, limited-time offers, in-store creative and larger brand applications. Fuel Good to Go extends the platform naturally into on-the-go markets.
Jugo Juice now has a clearer strategic through-line connecting national marketing with the menu and customer experience. As the work enters market, approved performance results can be layered into the case study without changing the underlying story.
Research · National positioning · Audience strategy · Messaging · Creative direction · Menu architecture · Design · Photography direction · LTO development · In-store creative · OOH