The world of smoothies is getting a bit bumpy at Jamba Juice as both McDonald’s and Starbucks have announced they are preparing to enter the category. In response to those moves, and also as part of a strategy to expand beyond the confines of its stores, Jamba Juice has signed a multitier marketing partnership with Dole Foods.
Tens of millions of Dole bananas are now hitting supermarkets with a sticker that reads: ‘I want to Jamba‘ alongside the chain’s tornado logo. The bulk are being shipped to markets in the Western U.S., where many of Emeryville, Calif.-based Jamba Juice‘s 712 stores are located.
The sticker directs people to co-branded JambaFruit.com, where Jamba and Dole offer smoothie recipes and encourage visitors to post their own. An online contest will award a 2-night stay at a Four Seasons Hotel in California.
‘[As we] see McDonald’s and Starbucks entering the smoothie business, we need to prove that we have a real fresh fruit used in our product,’ said Kim Larson, vp-brand experience at Jamba Juice. ‘Dole is the leader in fresh fruit. That sets us apart from the competition.’
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