JUIT
Food is personal. It's habitual, emotional, and deeply resistant to change — which makes building a lovebrand in the category one of the hardest briefs in consumer communications. When Openers began working with JUIT, the ambition was exactly that: to establish an innovative food brand not just as a product worth trying, but as a brand worth caring about. Through media relations, community activations, press events, and a pop-art exhibition in the heart of Berlin, that work has been building ever since.
When Openers began working with JUIT, the goal was clear: establish the brand as an innovative food solution for everyday life and build it into a lovebrand. That meant earning visibility in consumer and lifestyle media, building trust around quality and provenance, and creating the kind of physical experiences that turn curious consumers into committed community members. In a category where credibility is everything, JUIT needed to be seen, felt, and believed.
The Starting Point
Food is one of the most crowded and most personal categories in consumer life. Everyone has a relationship with it, an opinion about it, and a habit they're reluctant to change. Breaking through in that environment — not just as another meal solution, but as a brand people genuinely love — requires more than a good product. It requires a communications strategy that makes the brand feel real, relevant, and worth seeking out.
What We Did
Brand Positioning & Communications Strategy
The foundation of the work was a communications architecture built around three strategic pillars. First, visibility and reach — keeping JUIT present in consumer and lifestyle media through news hijacking, creative storytelling, and a proactive media approach that connected the brand to the cultural moments its audience was already paying attention to. Second, trust and profile — positioning JUIT as a credible voice on quality, regionality, and the future of food, establishing the brand not just as a product but as a disruptor with a genuine point of view. Third, community and experience — building emotional connection through activations and strategic partnerships that gave people a reason to engage beyond the transaction.
Pop-up Store Berlin-Mitte & Marcin Glod Exhibition
The opening of JUIT's pop-up store in Berlin-Mitte was a significant brand moment — and our work was to make it last well beyond the launch itself. We developed a sustained communications plan focused on building the store's long-term visibility and positioning it as a hub for experience and community in one of Berlin's most culturally active neighbourhoods.
Activations and press events were central to that strategy. We conceived and produced exclusive press dinners that brought the right journalists, creators, and community figures into the space — turning the store from a retail location into a destination. On the production side, we provided full briefing and on-site support for a TV shoot with Galileo, ensuring the brand was represented precisely and compellingly on one of Germany's most-watched science and lifestyle formats.
Alongside the food experience, we developed the communications strategy for the Marcin Glod Exhibition — a pop-art collaboration that created a genuine creative synergy between visual art and the JUIT food experience. Through strategic invitation communications and proactive press outreach, we used the exhibition to drive both media coverage and physical footfall, giving the store a cultural dimension that went well beyond its product offer.
Press Dinner: Concept & Production
The press dinners we produced for JUIT were designed and executed end to end. Guest management covered the full invitation journey — save-the-dates, invitations, final reminders, RSVP tracking, and on-site accreditation. Logistics covered everything from budget and timeline management to infrastructure, technical setup for screens and presentation materials, and the full food and beverage experience: menu creation and print, tableware, florals, and drink partnerships carefully selected to complement the JUIT brand. Follow-up included thank-you communications, press kits, and photography. Every detail was considered — because for a food brand, the dinner itself is the most powerful piece of communication.
OMR Conference: Stage, Spatial Design & Brand Presence
At OMR, one of Germany's most influential marketing and tech conferences, we supported JUIT's presence across multiple dimensions. Strategically, we contributed to the Family Partnership content — including podcast placement and whitepaper conception. On stage, we supported the development of a panel talk on the Food Stage in collaboration with BVB, working on structure, timings, and content to ensure the conversation landed with the right weight and relevance for the audience.
On the experience side, we conceived and executed the full spatial design for JUIT's restaurant area and point-of-sale presence on the conference floor — from creative concept through to on-site setup and dismantling. In a conference environment where most brand presences look like booths, JUIT's space was designed to feel like a destination.
What It Moved
Across press dinners, a pop-art exhibition, a TV appearance, a stage moment with BVB, and a fully designed conference presence, the work with JUIT has consistently done what the best brand communications does: made people experience the brand rather than simply encounter it. The pop-up store in Berlin-Mitte has become a genuine community hub. The media presence has grown in quality and consistency. And JUIT has established itself as a brand with a point of view — on food, on culture, and on what it means to build something people actually care about.
