You probably know them as Jamba Juice. For more than 30 years, the smoothie brand has led the way in creating and defining the smoothie, juice and bowl category. Many of us grew up loving the brand and some of us may have even grabbed a Jamba Juice every day after school (I know I did).
As guests continue to change their demands and look for improved food and drink options, Jamba Juice decided it was time to undergo a complete brand evolution. Jamba Juice dropped the “Juice” to become Jamba and simultaneously announced a new and improved menu, store design, smartphone app, website and logo. As part of the company’s commitment to making it easier to eat and live better, Jamba also added more plant-based options and reduced sugar selections, while refreshing the brand to connect more with those living an active lifestyle.
To announce the news and effectively tell the new brand story, Fish developed a phased business and trade media relations approach that would also drive franchisee leads and boost evolution awareness. We arranged an embargoed trade feature with Nation’s Restaurant News and coordinated a one-day New York City media tour for Jamba’s President and CMO. The media tour included interviews with Cheddar Business TV, Business Insider, Bloomberg Businessweek and Restaurant Business. In addition, we pitched the news to a number of trade and business media outlets securing more than 80 media placements generating more than 550 million impressions.
Our ability to effectively shine a light on Jamba’s brand evolution earned us first place for Best PR Campaign for the Franchise Innovation Awards from Franchise Update Media. We are very proud of this accomplishment, but even more proud that we were able to help generate awareness for Jamba and bring attention to their hard work and dedication to continue to deliver a great brand experience for its guests. We look forward to continuing to deliver results for this iconic brand and watching them grow.
So, it’s summer and it’s hot. Now is the perfect time to get out and enjoy a Jamba. Try a Vanilla Blue Sky Smoothie or PB Wow Cacao Bowl. It will make your day!
