Agency Brief Joe and the juice
Joe & The Juice Agency Brief
1. Company information and overall product status
Joe & the Juice A/S operates as a food and beverage company which supplies snacks, fruit drinks, smoothies and coffee drinks. The company was incorporated in 2002 and is based in Copenhagen, Denmark, where it has 31 locations. The company has stores also in Germany, England, Norway, Sweden and Iceland. However, the brief is focused on the Danish market.
Founder and Chief Executive Officer: Mr. Kaspar Basse
National Legal Form: Limited Company A/S
Type of entity: Industrial Company
BvD Major Sector: Hotels & Restaurants
Category of the company: Medium Sized Company
P/L for 2013: 6,797,428.00 DKK
Total Assets 2013: 72,068,229.00 DKK
Employees: 70+ in Denmark
Competitors: 1. Vita Boost ApS 2. Baresso Coffee 3. Next Door Café 4. Kong Kaffe
JOE & THE JUICE
2. Product specifics
Our menu includes snacks (sandwiches), fruit drinks, smoothies and coffee drinks.
Fruit juices are our best-sold product. The factual advantage of our products is that all of the ingredients are fresh, healthy and nutritious. In addition, JOE and the juice promotes active and fashion lifestyle for both cool and healthy people, which is the emotional advantage that our product provides – being part of the JOE society. The unique consumer benefit is reached by the co-creation of the experience – fresh high-quality juices served by “cool”, smiling and friendly waiters, promoting the JOE lifestyle.
3. Campaign objectives
The main campaign objective is to attract new customers by presenting the JOE lifestyle. (our customers should increase by 15% within 6 months after the campaign has been launched). Also, this would increase the brand awareness and would increase the customer loyalty in our already acquired customers.
4. Target group description
Our target group is represented by young (16-30) and active people (mainly women) that have busy lifestyle, but also
1. Company information and overall product status
Joe & the Juice A/S operates as a food and beverage company which supplies snacks, fruit drinks, smoothies and coffee drinks. The company was incorporated in 2002 and is based in Copenhagen, Denmark, where it has 31 locations. The company has stores also in Germany, England, Norway, Sweden and Iceland. However, the brief is focused on the Danish market.
Founder and Chief Executive Officer: Mr. Kaspar Basse
National Legal Form: Limited Company A/S
Type of entity: Industrial Company
BvD Major Sector: Hotels & Restaurants
Category of the company: Medium Sized Company
P/L for 2013: 6,797,428.00 DKK
Total Assets 2013: 72,068,229.00 DKK
Employees: 70+ in Denmark
Competitors: 1. Vita Boost ApS 2. Baresso Coffee 3. Next Door Café 4. Kong Kaffe
JOE & THE JUICE
2. Product specifics
Our menu includes snacks (sandwiches), fruit drinks, smoothies and coffee drinks.
Fruit juices are our best-sold product. The factual advantage of our products is that all of the ingredients are fresh, healthy and nutritious. In addition, JOE and the juice promotes active and fashion lifestyle for both cool and healthy people, which is the emotional advantage that our product provides – being part of the JOE society. The unique consumer benefit is reached by the co-creation of the experience – fresh high-quality juices served by “cool”, smiling and friendly waiters, promoting the JOE lifestyle.
3. Campaign objectives
The main campaign objective is to attract new customers by presenting the JOE lifestyle. (our customers should increase by 15% within 6 months after the campaign has been launched). Also, this would increase the brand awareness and would increase the customer loyalty in our already acquired customers.
4. Target group description
Our target group is represented by young (16-30) and active people (mainly women) that have busy lifestyle, but also