THE CHALLENGE: After becoming the leader in the frozen smoothie market, Jamba Juice began to feel the effects of seasonality in the dead of winter. Their answer was to add hot, organic, steel-cut oatmeal to their menu. With this new addition (and very little budget) the challenge became to drive customers looking for a hot breakfast to a store known for cold smoothies.
THE IDEA: Spread warmth through an incredibly loyal fan base. Customers were enticed to warm up at their local Jamba stores by receiving printed and digital discounts to try the oatmeal. Additional savings were earned when they helped SPREAD WARMTH by bringing in a friend, “gloved one” or even somebody they just met outside. In-store posters, coupons and even break-a-part shareable spoons all featured warm messages, sweater textures and cozy graphics. In especially chilly markets, we caught customer attention by physically warming up the stores themselves with warm giveaways and discounts at “Knitfitti” events (knitted graffiti) where knitters sat inside and warmed up objects and surfaces in, out and around the stores.
THE RESULT: Jamba Juice announced positive earnings for the first time in two years. The oatmeal launch was the most successful new product intro in Jamba Juice history. And Jamba’s Facebook fan base jumped by 600%. Messaging and creative used in partnerships, events, advertising and PR, all resulted in 2 Billion media impressions and a complete brand turnaround.
THE WORK:
