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 marketing focus expanded into retail marketing with The Vitamin Shoppe. They needed to move beyond digital buzz and drive real-world visits 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 but 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 a combined in-store and online creator activation designed to drive visibility, foot traffic, brand trust, and retail sales. Creators didn’t just talk about Joe 2.0, many went into their local The Vitamin Shoppe, bought the product off the shelf, and shared the experience with their audiences.
Key tactics included:
The Results
By blending education with authentic shopper moments, Joe 2.0 highlights their retail momentum and lays 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 showed that when brands invest in real-world experiences and community credibility, they build more than awareness.
They build trust by getting their product in creators' hands.
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