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.’
Jamba Juice Wants To Stay Top Banana In Smoothies
May 8, 2008 by Cris | 0 Comments