Introduction
Joe 2.0 is making waves online with its smarter cup of coffee—organic beans enhanced with natural herbs and adaptogens to fuel focus without the crash. In 2025, their focus expanded into retail through The Vitamin Shoppe. They needed to move beyond digital buzz and drive real-world purchases to strengthen loyalty and prove staying power on store shelves.
The Opportunity
Selling premium coffee online was one thing. Building credibility in a competitive retail environment was another. Joe 2.0 needed to show that they weren’t just an e-commerce success—they were a brand customers trusted enough to seek out, buy, and recommend in real life. To bridge that gap, they partnered with Relish for a smarter, community-driven solution.
The Strategy
Relish launched an in-store creator activation designed to drive visibility, foot traffic, and immediate retail sell-through. Influencers didn’t just talk about Joe 2.0—they went into their local the Vitamin Shoppe locations, bought the product off the shelf, and shared the full experience with their audiences.
Key tactics included:
The Results
By blending education with authentic shopper moments, Joe 2.0 saw a real lift in retail momentum and laid the groundwork for stronger long-term brand trust.
Why It Matters
Retail success isn’t just about being on the shelf—it’s about getting into shopping carts and daily routines. This campaign proved that when brands invest in real-world experiences and community credibility, they build more than awareness. They build action. Joe 2.0 didn’t just show up at The Vitamin Shoppe. They sold out the shelves—and strengthened their foundation for future growth.
Ready to sell your CPG product off retail shelves?
Let’s talk. https://tryrelish.com/contact-us