MyJool
When MyJool took on the world, the goal was bold: turn a local fruit into a global snacking sensation.
How do you take a brand-new snack and introduce it to the world? That is the mission with MyJool—a naturally sweet, nutritious, and energy-boosting Medjool date snack. Our challenge? Market education—teaching consumers what Medjool dates are, their powerhouse nutritional benefits, and how they fit seamlessly into modern lifestyles.
Bringing the MyJool Story to Life
MyJool entered the world with a strong brand story—one that needed to be refined and brought to life in the digital space at a critical moment in its global launch. Our role? Amplify its relevance, personality, and impact through social media and content marketing, ensuring it connected with audiences worldwide in a way that felt fresh, exciting, and undeniably engaging.
Crafting a Digital-First Narrative
To break through in international markets, we focused on a strong digital and social media presence, blending cultural relevance, witty British humour, and engaging storytelling. Our approach includes:
- Snack vs. Snack Battles: Medjool vs. chocolate, salty snacks, coffee—showcasing how MyJool is the smarter choice.
- The Journey from Palm Grove to Fridge: Educating audiences on how Medjool dates are grown and harvested.
- Pick-Me-Up Moments: Showcasing MyJool as the go-to snack when energy dips—whether it’s mid-morning at the office, post-gym, or fighting off the afternoon slump.
- A Fun, Relatable Tone: No lectures, no health sermons — just witty, light-hearted content that connects with consumers on their level.
- Real-Time Marketing (RTM): Leveraging cultural moments—whether it was Oasis’ reunion or the infamous duct-taped banana artwork — to insert MyJool into the conversation in unexpected and engaging ways.
From Organic Buzz to Paid Growth
As part of an ongoing effort to scale MyJool’s presence, we complement our organic content strategy with paid campaigns in key international markets, including the UK and Finland. Our approach:
- Localized campaigns: Tying into major seasonal moments like Christmas and launching via top-tier grocery chains.
- Data-driven targeting: Reaching the right audiences at the right time with high-impact messaging—segmenting by age, interests, and lifestyle to ensure maximum relevance and engagement.
- Engagement-driven creatives: Ensuring every ad not only informs but also sparks a reaction.
Bringing the Story to Life with Video
Beyond words and eye-catching visuals, we are producing engaging video content to show MyJool in action. Think:
- Morning Boost— for those groggy starts when you need a natural lift.
- After-Work Boost— when the first shift at work ends, but the second shift at home is just beginning.
- Workout Boost— fueling up pre- or post-exercise.
- Game Time Boost— when all you’ve got energy for is endless scrolling, and you need a kick to get moving.
- A+ Boost—helping students power through intense study sessions.
With playful visuals (yes, a date palm grove magically appearing in a fridge!), quick storytelling, and a dash of humour, we ensure MyJool isn’t just seen but remembered.
The Journey Continues
In a world full of processed snacks and sugar crashes, MyJool stands out as the naturally sweet solution that gives consumers a feel-good energy boost. With a unique brand story, sharp brand personality, strategic content, and a mix of organic and paid growth, MyJool is continuing to make waves globally — proving that dates aren’t just for the Middle East; they’re the future of smart snacking.
Credits:
Weinpress Marketing, Noa & Alon Weinpress
Art: Yuval Danesh
Script: Roy Green
Video Production: 3D Productions LTD
VP Marketing MyJool: Tal Akerman-Tabakman
