Just Salad

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Working again with Brooklyn-based branding and social impact agency BBMG, I helped Just Salad rebrand with a new creative concept, launch campaign, and website rewrite that pushed them into utterly new territory, all the while staying true to the brand’s climate- and health-conscious core.

Just Salad was always more than “just salad,” with a lot of brand equity to build from. The challenge was that in the crowded pack of healthy quick-serve restaurants — a catagory which they helped invent — they were not being seen as the trendsetters they once were.
 




With competitors highlighting elements like technique and whimsical backstory, I thought we might borrow a page from old-school meat-and-potatoes fast food and lean into craving — for killer service, real-deal sustainability, and a mouthwateringly deliciously menu. All served up with a side of irreverence, punch, and approachability. 

                  


I positioned Just Salad as the brand which made better choices easier, so customers could  give in to hunger without giving up on what really mattered. Salad that slaps you in the face with flavor and says, “Eat me.”

I’m thrilled to report that this work has won a Gold MarCom Award, the Gold Anthem Award, and a Silver Davey Award.

Agency: BBMG
Strategist: Amy Speck
Art Director: Jess Pitera