In June 2019, FOCUS Brands announced a significant rebrand of Jamba (formerly Jamba Juice) that included a new name, menu, store design, and logo. Fish was brought on board to generate awareness of the brand evolution through media coverage with national business and trade outlets.
Fish planned a one-day media tour in New York City with Jamba president Geoff Henry that occurred on the day of the announcement. We focused our media relations efforts on top-tier broadcast and online outlets in order to have the most reach possible on launch day.
Additionally, Fish wanted to coordinate an advance interview with a national foodservice trade so, come the morning of launch day, we’d begin driving impactful coverage immediately.
On the morning of the announcement, Nation’s Restaurant News ran its ”first look,” which was subsequently picked up by multiple national outlets, including MSN.com, Yahoo!, and Food & Wine. During his day in NYC, Geoff had in-person interviews with Business Insider and Bloomberg Businessweek, as well as a live, on-air appearance on Cheddar. An article with CNN Business was syndicated across its network, generating additional coverage in local markets nationwide.
Through Fish’s extensive media relations campaign, we generated over 723 million impressions in just three days.