For years, this brand stood on its equity of being the first 100% juice. The problem to be solved was now the entire aisle is filled with 100% juice. So how did we develop an emotional connection for the purchaser that could override price and percentages? We thought about what a fresh piece of fruit could do on a deeper level. A hunger level. Surprisingly, America’s battle against hunger isn’t about having enough food; the real problem is of equity, distribution and access to food. We developed a program with Feeding America to help alleviate summertime childhood hunger by delivering up to 35 million pieces of fresh fruit to children and families at risk of hunger nationwide when Juicy Juice was purchased.