Marketing

Just Salad launches 1st campaign with Jalen Brunson

Photo: Just Salad

September 22, 2026

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Just Salad has launched its first creative campaign featuring New York Knicks point guard Jalen Brunson, building on the fast-casual chain's partnership with the NBA champion and Finals MVP.

The campaign, which launches this week, centers on the theme "New York Always Knew" and connects Just Salad's early supporters with Brunson fans who backed the player before he became a household name.

The partnership, announced in June, marked Just Salad's first athlete partnership and Brunson's first restaurant equity ownership, according to a press release.

The four-week campaign is anchored by a documentary-style connected TV spot featuring Brunson and testimonials from Just Salad customers. The creative is designed to highlight the connection between the New York-based brand and the fans who supported both before their growth and success became widely recognized. Watch it here.

"We were doubted a lot, and for a long time," Nick Kenner, founder and CEO of Just Salad, said in the release "But we kept our heads down and focused on making the product and the experience better every single day. That grit and focus on substance and winning is what aligns us with Jalen; his fans never needed convincing either. This campaign is about those shared values."

Just Salad opened its first restaurant in 2006 and introduced its reusable bowl program at the time. The company has since grown to more than 125 locations.

Outdoor advertising

The campaign also includes market-specific outdoor advertising. In New York City and Long Island, the creative uses the tagline "Real New Yorkers Know," while advertising in New Jersey and Connecticut carries the message "We Always Knew."

Brunson, who was already a Just Salad customer before becoming an equity partner, said the campaign reflects the relationship between the brand and its customers.

"What I like about this campaign is that it feels true to how this partnership came together," Brunson said in the release. "I was already a fan of Just Salad, and being able to build something with a New York brand I genuinely believe in makes this really meaningful to me. New York fans can tell when something is authentic, and I think this captures that."

Just Salad Chief Marketing Officer Jen Lally said the campaign is intended to build on the loyalty the brand has developed as it has expanded.

"Just Salad fans have believed in this brand since long before we had 125 locations to point to," Lally said in the release. "Jalen's fans have that same instinct — the pride of recognizing greatness before everyone else caught on."

As the partnership develops, Brunson is expected to work with Just Salad's leadership and culinary teams, visit restaurants, interact with guests and provide input into the business.