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- Erewhon Everywhere
Brand: Erewhon
Campaign: Celebrity Smoothie Collabs
Read time: 5 minutes
💬 Overview 💬
Erewhon is THE upscale health & wellness grocery store in LA. It’s what Whole Foods was before the Amazon acquisition… with a California flare.
Known for having the best and healthiest foods, Erewhon has captured the hearts, minds, and stomachs of LA’s elite.
In February 2021, Erewhon EVP reached out to influencer Tinx about a potential collab. She asked to be featured on a special menu item… and the smoothie collab was born.
💙 The Branded Moment 💙
The fun began…
Tinx’s first smoothie was actually part of a “secret” menu, but it did VERY well. All over Instagram, people attempted to recreate the smoothie, and Erewhon quickly realized they had a winning concept.
In the months following, Marianna Hewitt, Kourtney Kardashian, and eventually, their most notorious collaboration to date, Hailey Bieber all had their own smoothie collabs.
Hailey’s smoothie was so successful, that it has expanded into other categories like Frozen Yogurt.
💡 Results 💡
Between Hailey, the Kardashians, and the mega-influencers of Los Angeles, Erewhon's branded smoothies have truly transcended pop culture.
The collaborations have generated millions of social media impressions and significant revenue for the retailer, its collaborators, AND visibility for the smaller CPG brands included in the smoothies.
They’ve also driven significant awareness for celebrity’s new product lines (Hailey’s Rhode Lip Gloss), new albums (Olivia Rodrigo’s Guts), and new book (Giselle).
The smoothie collab is now more coveted than a spot on SNL.
According to a Fashionista article from December 2022, the smoothie partnerships had a 9 MONTH waiting list. I can only imagine how many months long that list is today.
Erewhon has solidified themselves as one of the most culturally relevant grocery stores, and how many grocery stores do you know have true FANS?
🎬 Take Action 🎬
There are multiple things to learn from Erewhon’s smoothie collabs:
Partnership Exclusivity: Erewhon only partners with ONE person at a time. Given that, they have a waitlist of celebs that want to partner with them. How do you drive demand from a partnership side for your products?
Layered Partnerships: The smoothie collabs include not only a partnership with celebs but also smaller CPG brands. How can you bring multiple brands together from different angles to make your marketing even stronger?
Value Alignment: Each smoothie is made from ingredients that just ~make sense~ for each celeb or brand. So, how do you personalize your partnerships based on the brand you are working with?
What’s New This Week
One new product I tried this week 👉 Unreal Peanut Butter Cup - So good.
One new campaign I’m loving 👉 Sweetgreen is bringing the steakhouse experience to salad.
One new account I’m following 👉 @goodolegirlsclub My sister’s friend starting a networking group for women, and their branding is 10/10.
Brandkeeping
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And if you have a brand or campaign you want to spotlight, please reply directly to this newsletter.
Let’s chat!
See ya!
Ali
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