Introduction
Joe 2.0 had already made waves online with its smarter cup of coffee—organic beans enhanced with natural herbs and adaptogens to fuel focus without the crash. But as they expanded into retail through The Vitamin Shoppe, the challenge shifted: 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 ecommerce success story—they were a brand customers trusted enough to seek out, buy, and recommend in real life. To bridge that gap, they turned to 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 local 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—and strengthened their foundation for future growth.
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