Why JusRol Wants to Engage With Millennials Through Social Media and Influencer Outreach For its Rebrand?
JusRol, the consumer brand in the refrigerated dough category, is going for a refresh in its packaging for its rebrand. It is doing more than just changing how it looks as the brand is going all out for its rebrand campaign for the final quarter of 2025.
The rebrand will be promoted through a mix of holiday campaign efforts and influencer outreach, launching now and running through December. The campaign is designed to connect with millennial shoppers using a 360-degree approach that drives both awareness and product trial. Key tactics include streaming ads, paid social, audio placements, partnerships, influencer collaborations, and retail media support.
As part of the influencer outreach, customized mailers are being sent to select creators, featuring fun recipes made with JusRol products and branded swag. On the organic social side, the team is building engagement and excitement through creative content and a giveaway that includes baking goodies and JusRol merchandise.
JusRol’S goal is to continue driving growth and momentum while strengthening its connection with consumers. With that, its rebrand wants to set a foundation for future innovation designed to inspire creativity in the kitchen. This renewed direction is expected to foster long-term brand loyalty and sustained expansion for years to come.
Hilary Weinstein, Senior Brand Manager at JusRol, explained that the company refreshed its branding to build on the momentum it has been experiencing. Weinstein noted that the new design highlights modern innovation within a category that has traditionally been viewed as conventional. The updated look features a bold new logo and simplified callouts while retaining the bright, joyful colors consumers love. According to Weinstein, the refreshed brand identity has tested strongly with shoppers as it is enhancing JusRol’s shelf impact and elevating the overall in-store experience.
“Strategically, our redesign is aimed to attract the millennial shopper into the category, while also setting the stage for us to amplify marketing investments beginning this holiday during our key consumption period,” said Weinstein.
JusRol joins a growing list of brands that have refreshed their identities this year, including Eventbrite, HSA Bank, Walmart, and Adobe. Each of these rebrands reflects a broader trend in how companies are adapting to shifting consumer expectations and the focus on standing out in a crowded market while maintaining the familiar qualities that consumers already associate with the brand.
Through influencer partnerships, JusRol aims to connect with highly engaged communities across the United States and demonstrate the ease of using its dough to create impressive appetizers, main courses, and desserts. While the specific influencers involved in the campaign have not yet been disclosed, these collaborations are designed to inspire creativity in the kitchen and educate consumers about the brand and its products. In addition to driving awareness, the partnerships will produce high-quality content that can be repurposed across JusRol’s owned channels. The financial details of the influencer agreements have not been disclosed.
The brand’s content strategy on TikTok focuses on engaging visually dynamic, short-form videos that highlight both product versatility and family-friendly cooking moments. By using a mix of recipe tutorials, behind-the-scenes glimpses, and playful, trend-inspired clips, they aim to both reinforce the comfort and convenience associated with their product and tap into current platform behaviors. This creates content that feels authentic to existing fans and accessible to new audiences scrolling through their feeds.
“We are leveraging TikTok to inspire our audience with recipe driven content while also inserting our brand into relevant trends & pop culture moments,” said Weinstein. “We are focused on a younger millennial demographic on this channel to align with the platform’s younger audience base.”
