Jamba has officially dropped the Juice! For nearly 30 years, the pioneer of the smoothie and juice category has been offering its guests balanced ingredients to help create a multi-billion dollar sector of fast casual and now, Jamba is growing up with its guests.
On June 6, Jamba launched a brand evolution, which features a new store design, menu, logo, name, cloud-based POS system and added focus on making wellness more accessible. While Jamba has been thinking of evolving for quite some time, its acquisition by FOCUS Brands in 2018 provided the company with the opportunity to strengthen its foundation, while repositioning for the future.
Jamba’s menu now places an added emphasis on plant-based options and better for you alternatives. Inspired and crafted by Jamba’s in-house nutritionists and food scientists, the menu includes new additions such as the plant-based Vanilla Blue Sky Smoothie and Bowl with naturally occurring blue spirulina. New and remodeled stores will feature self-service kiosks and integrate an improved online ordering experience with in-store grab and go coolers.
To help launch the brand evolution, Fish orchestrated a one-day media tour in New York City with Jamba president Geoff Henry. We focused our media relations efforts on top-tier broadcast and digital outlets in order to generate the most reach possible on launch day. In addition, Fish coordinated an exclusive interview with foodservice trade Nation’s Restaurant News (NRN) in order to begin driving impactful coverage immediately.
On the morning of the announcement, NRN ran its exclusive, which was picked up by multiple national outlets including MSN.com, Yahoo!, Food & Wine and others. Fish also coordinated in-person interviews with Bloomberg Businessweek and Business Insider, as well as a live, on-air appearance on Cheddar. Coverage with CNN Business was syndicated across its network, generating additional coverage in local markets.
To-date, Fish’s extensive media relations campaign has landed more than 90 media placements resulting in more than 300 million impressions. As Jamba continues its brand evolution and more locations begin to change, Fish will help land placements with additional business, trade and local outlets.
Guests can expect to see remodeled Jamba stores beginning in Atlanta later this year. However, Jamba’s new and improved menu has already rolled out nationwide, so grab a Vanilla Blue Sky or Watermelon Breeze today!
