Vita Coco, which was founded in New York, was from the early days supported and sold in New York bodegas. When we saw the very same bodegas hurting due to the Covid-19 crisis, it was our time to give our support back.
We created an outdoor campaign of love letters in the iconic design of NYC bodega menus and signage. On social media we launched Vita Coco’s Insta Bodega where followers could shop and all proceeds went straight to the struggling bodegas.
We also partnered with with My Bodega Online, a recently launched delivery app, to deliver BEC sandwiches and Vita Coco Coconut Water—purchased from local bodegas—to 5,000 healthcare workers at six hospitals across New York City.
Client: Vita Coco
Agency: Interesting Development