Excited to share our newest partnership with Smoothie King.
From Ad Age:
Smoothie King Franchises has named Omnicom Group-owned Rodgers Townsend as its creative agency of record after a review led by Dallas-based Mitchell & McCue. The smoothie franchise company, which has nearly 1,000 locations, was looking for a partner to relaunch its brand as it has “reimagined” its stores and refocused its menu around “Cleaner Blending” (basically, getting rid of added sugar and all the rest of that bad stuff). The St. Louis, Missouri-based agency is also impressive with smoothie puns: “[Rodgers Townsend CEO Andrew Dauska] and I are exceedingly proud to be leading a hungry, talented team into a future ripe with possibilities,” Mike McCormick, Chief Creative Officer at Rodgers Townsend, said in a statement.
Smoothie King Franchises has selected St.Louis-based Omnicom Group-owned integrated agency Rodgers Townsend as its creative agency of record, following a review led by Dallas-based consultancy Mitchell & McCue.
Smoothie King previously worked with a roster of different agencies.
The appointment comes as Smoothie King joins a long list of brands pledging to use healthier ingredients, re-centering its brand around removing added sugars, artificial flavors, colors and preservatives, and using more whole fruits and vegetables.
“This is a dynamic time of growth and positive change for the Smoothie King brand, and we needed a creative partner that truly comprehends our mission, our guests’ needs and how to relaunch our legacy brand,” said Smoothie King CMO Jennifer Herskind said in a statement. “Rodgers Townsend showed us they not only understand our vision to be an integral part of every health and fitness journey, but can also bring it to life for existing and new guests. We are confident that together we are going to transform the smoothie category and inspire people to live a healthy and active lifestyle.”
“Built on the vision of Cleaner Blending and its move to a new corporate headquarters in Dallas, Smoothie King is on the precipice of its next burst of growth,” Rodgers Townsend CEO Andrew Dauska added, “We were inspired by CEO Wan Kim’s commitment to a healthier, happier world and energized by the experience and infectious enthusiasm of the management team. It’s rare, but occasionally stars do align.”
The Smoothie King Franchises has appointed Rodgers Townsend as creative AOR following a formal review.
The Omnicom Group-owned shop will oversee the 1,000 juice chain’s advertising as it seeks to position itself as a healthier alternative to the more well-known Jamba Juice. The chain recently rebranded itself under the “Cleaner Blending” messaging which will continue to be supported under its new agency.
Last year, Smoothie King launched its first national TV campaign to increase both sales and brand awareness via a 12-week media buy that supported its Slim-N-Trim smoothie and fan favorite Mango drinks.
The chain’s ad budget was $3.9 million between March-July 2017, according to Kantar Media.
Four years ago, the franchise announced a 10-year, $40 million naming rights deal that transformed the New Orleans Arena, home of NBA’s Pelicans, into the Smoothie King Center.
Smoothie King expects to open 150 new locations in 2018, the most stores it has ever opened in the U.S. in a single year. This expansion is focused on 16 core markets, including Dallas, New York, Cincinnati, and Phoenix.
The company previously worked with several different agencies for different duties. The review was led by Dallas-based consultancy Mitchell & McCue.