Just Salad ad campaign centers on investor Jalen Brunson
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Jalen Brunson and Just Salad are linking their perception as New York icons.Photo courtesy of Just Salad
When the New York-based Just Salad announced that Knicks MVP Jalen Brunson had invested in the growing chain, it seemed enough of an endorsement.
This week, however, Brunson appears in the first CTV ad for the fast-casual chain, along with billboards across the city.
Brunson is the point guard for the New York Knicks, which won the 2026 NBA Championship. He was the Finals MVP and is considered somewhat of a hero throughout the region.
The documentary-style CTV spot is shot to bring the perspective of fans. And it is designed to play out somewhat differently by market. In New York City and Long Island, the outdoor creative features the tagline “Real New Yorkers Know,” a nod to the fans who were paying attention early, presumably to both the Knicks and Just Salad.
In New Jersey and Connecticut, the line is “We Always Knew,” which is meant to give a sense of ownership to fans more broadly who claim both Brunson and the Just Salad brand.
Nick Kenner, Just Salad’s founder and CEO, said in a statement that the brand was doubted, and for a long time, though it was one of the first in the fast-casual salad category when it was founded in 2006.
“We didn’t get much attention and some people thought we weren’t cool enough,” he said. “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 fans have believed in this brand since long before we had 125 locations to point to,” said Jen Lally, Just Salad’s chief marketing officer, in a statement. “Jalen’s fans have that same instinct — the pride of recognizing greatness before everyone else caught on. New York is the heart of this campaign, but that feeling of seeing something special early, and knowing you were part of it from the start, is universal.”
Just Salad now operates across New York, New Jersey, Connecticut, Florida, Illinois, Pennsylvania, Massachusetts, and Washington, D.C. This year, the chain expected to add 30 units, accelerating growth from the 20 opened in 2025.
As an investor, Brunson is expected to engage with the salad chain’s leadership and culinary teams, visit restaurants and connect with guests, bringing his perspective to the business over time, the company said.
“What I like about this campaign is that if feels true to how this partnership came together,” said Brunson in a statement. “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,” he added, “and I think this captures that.”
