How Reviews Aid Jimmy Joy in Engaging and Educating its Direct-to-Consumer Audience

Jimmy Joy Snippet 3

Healthy food without the hassle’ is the concept behind Jimmy Joy


Jimmy Joy launched back in 2014, when artist and entrepreneur Joey van Koningsbruggen sought to fix his own dietary dilemma. He wanted nutritionally complete meal options to fit in with his busy lifestyle, and what exists as a result is the scientifically developed Plenny range of meal pots, shakes, drinks, and bars – all plant-based, and all containing your daily dose of vitamins, minerals, and nutrients.

As a concept, it’s still fairly new. Sure, meal replacement shakes have been around for decades, but Jimmy Joy products aren’t mealed replacements. They are a meal, each bringing 172 health benefits based on the latest understanding from nutritional research.

Given that the concept is relatively new to the market, storytelling is a big part of the brand’s strategy. Primarily a DTC business, it’s able to educate and engage with consumers far more through its online presence than it could as a product line on a crowded shelf. And reviews are one of Jimmy Joy’s key communication tools.


The Role of Reviews in the DTC Food Space

Along with the universal benefits of review collection (we’re talking brand reputation, SEO, conversion rates, etc.), there are a couple of key areas where customer feedback really comes into its own for Jimmy Joy.

The first is product development. Whilst its base formula is informed by nutritional guidance from the World Health Organisation (WHO) and European Food and Safety Authority, flavor development is very much informed by consumer opinion:

Taste is very subjective and everybody has their own opinion on it, but that’s definitely where reviews play a big role when launching new flavours – to see if people actually like it. It’s why the DTC model works so greatly for us, because you’re always having these conversations with customers, and reviews definitely help with that.

Jimmy Joy also engages with its brand community around new scientific research. For example, it’s been widely discussed that there’s a big vitamin D deficiency in the West, and whilst it might take the WHO years to incorporate this into nutritional guidelines, Jimmy Joy is already one step ahead because it’s actively listened to the voice of the consumer – be it through post-purchase surveys, forums, or review content.

The second critical role reviews play for Jimmy Joy is actually convincing people to try its products in the first place. From extensive research on its website, the brand knows that taste is the biggest concern for new customers. It also knows that the best way to alleviate that concern is by sharing the experience of others.

To collect quality review content that makes specific reference to taste, the brand is about to launch a new invitation series using review attributes. With these, they can ask each and every customer to specifically rate the taste of a product, as well as ask additional questions like how it satisfied their hunger. It’s all about collecting and displaying that deeper insight that helps the consumer make a well-informed purchase decision. ‍

For us the main objection for customers to not buy our product is the taste. Basically the consumer is asking themselves will I like it, will it taste good? And by leveraging reviews around that subject, especially taste, we can of course create more social proof and take away that concern for the consumer.

Finding Positive Opportunity in the Negative Review

So what happens when a review comes in that’s less than complimentary? It’s bound to happen to every brand at some point, but rather than shy away from the fact Otto believes (and we agree) that as long as reviews are properly moderated, even the negative ones can result in a positive outcome:

A lot of the time there’s a logical explanation – or it’s an isolated issue where something went wrong for example with delivery – and if we can show that we tried our best to make it right, and publicly share that information, that will also take away some of the concerns that people might have initially when looking at the bad reviews.

We know from our own data that customers are 5x more likely to filter 1* reviews than 5*, and it makes perfect sense. Reading negative feedback helps them determine if the issue is of any concern to them personally, or if it was in fact a one-off event. It also gives them a glimpse at customer service standards, and Jimmy Joy has got it spot on by responding to 100% of 1*, 2*, and 3* reviews.


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