Healthy Without the Hassle – Jimmy Joy

Brief

Jimmy Joy introduced a new food concept in Europe: complete meals that provide all the nutrients your body needs in the form of shakes, bars, drinks and hot meals.

The challenge lay in overcoming people’s preconceptions. Specifically, the idea that complete foods aren’t “real” meals. How could Jimmy Joy make complete foods feel welcoming and clearly communicate its core mission: creating healthy, tasty, and sustainable food so you have more time and energy to do what you love?

Outcome

Tasty pastels, playful illustrations, and a whole lot of flavour set the tone.
By consistently showing and explaining the ingredients that go into each meal, Jimmy Joy built transparency and earned the trust of its customers.

Building on this foundation, a content strategy was developed around Jimmy Joy’s 5 brand pillars: health & nutrition, taste, convenience, affordability, and sustainability. The result was a mix of bite-sized, helpful social content alongside longer, more in-depth deep dives. Always delivered with a side of fun to really make it stick. 

Moreover, Jimmy Joy partnered up with people doing what they love.
From athletes and adventurers to artists, creators, professional gamers, and even recipe makers. By sharing the meals in action, they brought the brand to life and build genuine connections with the community.

This approach led to over 50 million meals being sold in 88 countries. 

Skills

Brand Management 
Creative Strategy
Art Direction
Production
UI Design
CRO – Website
Packaging Design
Copywriting
Influencer Marketing