Joe & The Juice

Founded in 2002, Joe & The Juice has over 330 locations worldwide—but did not launch a standalone breakfast menu until 2024.

Challenge

Joe & The Juice went viral with their Tunacado sandwich, but repeating that success with their new Eggcado breakfast sandwich required a breakthrough creative campaign.

Joe locations are almost entirely in major metropolitan markets like New York City, Los Angeles, Miami, and Chicago—places where customers have deeply-ingrained food cultures, especially for morning meals (try to get between a New Yorker and their bacon-egg-and-cheese, and see what happens).

To win, we had to stand out—big time.

Solution

A new breakfast sandwich alone can’t sustain a campaign, but an insight can. Loneliness is now considered a public health crisis—and breakfast is statistically the loneliest meal of the day. Kingsland built a comprehensive strategy based on a simple emotional message: Get Together at Breakfast.

Kingsland designed an eye-popping OOH collage campaign that took over NYC, plus a friendship-oriented seeding package and a collaboration with NYC’s own AGMES to create the ultimate friendship necklace: half avocado, half egg, all Joe.

We then conceived, scripted, produced, and filmed a brand video featuring two people getting together at breakfast with the Eggcado: TikTok superstar Alix Earle and the one-and-only Paris Hilton.