Just Ingredients
Transformed a celebrity partnership into an insight-based creative that turned skepticism into credibility among their male segment.
The Ask:
Increase male customer engagement by crafting high-impact, credible content around the new sports product line, while utilizing the Bryce Harper partnership to maximize visibility and brand trust.
The Challenge:
The obstacle with any celebrity partnership is credibility. Audiences often assume the athlete doesn’t actually use the product. At the same time, we needed to spotlight Just Ingredients’ new NSF certification - a highly technical proof point - in a way that felt motivating, not boring.
The Research
I led research on both the celebrity and consumer sides:
Deep dive into Bryce Harper’s career, public image, and brand alignment to find authentic angles.
Third-party quantitative data, social listening + interviews with men across fitness levels to uncover what actually swayed their supplement choices.
Key Finding: Across age groups, men link their physical ability to respect — both self-respect and how others see them. Younger men may chase muscle for aesthetics, while older men focus on strength for longevity, but both see supplements as tools to earn credibility through performance.
The Insight
In an industry full of false claims, respect is earned through credibility. Just Ingredients flips the meaning of “just”: what sounds like downplaying is actually the ultimate flex. Nothing fake. Nothing less than the best.
The Work
To prove that “just” is the ultimate flex, we created a full-funnel campaign that paired Bryce Harper’s credibility with clear, differentiated value props:
Hero Spot:
Positioned Bryce Harper not as “just” a spokesperson, but as proof that Just Ingredients fuels peak performance.
Retargeting Assets:
Pro Quality for All — Bryce + dads + gym-goers show respect earned at every level.
NSF Certified — Third-party validation proves nothing fake gets in.
Real Is Everything — Authentically embracing “real” as power.
Simple + Integrity — The no-BS option in a noisy market.
Bryce Q&A — Candid storytelling humanized the partnership.
The Results
Massive Reach → Campaign assets generated significant traction across Instagram and Facebook, with organic views in the hundreds of thousands.
Earned Media → Featured in outlets like Athletech News and BusinessWire, amplifying the campaign’s visibility beyond paid placements.
Authenticity Resonated → Social comments highlighted excitement about Bryce’s real use of the product, reinforcing brand trust.
Brand Elevation → Premium editorial content and splashy hero creative positioned Just Ingredients as a serious competitor in the male sports nutrition space.