Jamba Juice 2014 Annual Report Download - page 12

Advertising and Marketing
In 2014 much of our advertising and marketing efforts focused on the roll out of our Juice platform and on social media. We also continued to reaffirm our
commitment to providing healthier food and beverage options to consumers, leveraging our blending and juicing heritage to address the fast-growing
consumer trend focused on juicing. As consumers increasingly turned to healthy beverages to get their daily requirement of fruits and vegetables, we
accelerated the expansion of our freshly-squeezed juices, blended with nutritious whole foods such as kale, ginger, cucumbers, oranges and chia seeds. In
June, we became the leading retailer of made-to-order, freshly-squeezed juice with availability in over 500 Jamba stores across the U.S., maintaining our
position as a leading health and wellness brand. With a strong focus on the juice platform and other product introductions, we continued our mission to
deliver a variety of innovative products and programs designed to inspire and simplify healthy living by supporting better eating habits and engaging
consumers in programs that foster increased physical activity.
Through our “Blend in the Good™” consumer communication platform, we focused consumers’ attention on the fresh produce, fruit and vegetables that
are used to make Jamba juices, smoothies and bowls, underscoring our commitment to providing healthier food and beverage options. The Blend in the Good
campaign reached across multiple mediums, including print, radio, public relations, in-store point-of-purchase material, online and in social media. The
number of Jamba Facebook followers increased to over 1.8 million in 2014, and we made strong progress in leveraging other social media platforms such as
Twitter, Instagram and YouTube. Membership in our “Jamba Insiders” loyalty program accelerated, passing the one million milestone in July. We partnered
with the technology company Spendgo to provide consumers with an easy-to-use way to participate in the loyalty program.
Strong marketing campaigns designed to drive trial and awareness of the Juice platform included our “Million Free Juice or Smoothie” campaign in the
first half of the year, Groupon online coupon campaigns, and Juice sampling programs. Our “Free Juice Give-Away” event in August saw consumers lining up
for hours to sample our new products, with almost a half-million free samples of juice distributed in 3 hours. We expanded our Juice platform with the launch
of our Cold Pressed Juice in several key markets, with plans to expand nationally in 2015. These bottled juices provide consumers with an on-the-go option
and are broaden our presence in this highly competitive and fast-growing category.
Jamba marketing, promotional and public relations activities are designed to promote the Jamba brand image and differentiate it from competitors.
Marketing and promotional efforts focus on providing consumers with simple, easy-to-adopt solutions for pursuing a healthy active lifestyle and we
continuously endeavor to improve our social responsibility and environmental practices to achieve long-term sustainability. In 2014, we officially launched
our core CSR platform, “Team Up For a Healthy Whirl’d”, through which we encourage our consumers, business and community partners, employees and
store Team Members to join Jamba Juice in making a difference for consumers and the communities we serve.
The Jamba Healthy Living Council, comprised of nationally recognized nutrition and fitness experts, helped us to encourage consumers to consume
more fruits and vegetables via our broad offering of healthy beverages through videos, articles, online webinars, and podcasts, on the Jamba website, and at
live events. In 2014, these nutrition and fitness experts offered insights at key industry conferences like the American Dietetic Association’s Food and
Nutrition Conference & Expo and the School Nutritionist Association Convention. As some are parents themselves, the members of the Healthy Living
Council relate to the dietary and fitness concerns of parents and families. The council also provided easy-to-follow nutrition and fitness tips for families and
those seeking to live healthy lifestyles.
We continued to work toward improving childhood nutrition and fitness though products, programs and delivery mechanisms, providing all-fruit
smoothies to schools with our JambaGo® units and supporting nutrition and fitness education through our “Team Up For a Healthy America” program. In
2014, our Team Up For a Healthy America campaign again provided schools across the country with much-needed athletic equipment. We leveraged our
partnership with the National Gardening Association to award 40 garden grants to schools across the nation, and with the GENYOUth Foundation we hosted
a series of events including a town hall in St. Louis that gathered local leaders in business, education, politics, medicine, and community service in an
engaging discussion focused on building partnerships across the private and public sectors to advance childhood wellness in that city.
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