SAN FRANCISCO: Jamba Juice has selected Finn Partners as its agency for PR and social media following a competitive review.
The company, which brought on the firm as AOR on January 1, held a large RFP to find one or two agencies to manage its PR, social media, creative, and branding work. That range of responsibilities was previously handled by Neighbor Agency, explained Julie Washington, SVP and chief brand officer at Jamba Juice.
Eight agencies participated in the process, and after reviewing the firms, Jamba Juice decided to divide the business to ensure that the brand's message is “expanded, accelerated, and amplified” in the marketplace through the right partners, added Washington.
The contract will run for one year with a renewal proposition.
Jamba Juice worked with Neighbor Agency for five years.
The brand also selected Omnicom Group's LatinWorks for its creative and branding business.
Washington said Finn Partners stood out because of its “creativity and breadth and depth of media knowledge.”
She added that the agency knows how to ideate and execute plans, and it understands how to make messages relevant to consumers.
One of Jamba Juice's goals is to “address the fruit and vegetable deficit we all face,” explained Washington. She said it is hard to meet all of the daily nutrition requirements, so the brand wants to offer consumers another way to address the MyPlate guidelines recommended by the federal government.
Led by Brenda Lynch, senior partner at Finn Partners, the account team includes 11 staffers in the agency's Los Angeles, San Francisco, New York, and Washington, DC, offices.
The shop is tasked with leading Jamba Juice's communications campaigns in the US and promoting the brand's new whole-food blending and juicing efforts to media and consumers. The firm is also managing all of Jamba Juice's social platforms with plans to engage fans online to get them to advocate for the brand and share stories.
Lynch said the “integration of PR and social is going to be key” for the agency's work with the brand throughout the year.
Finn Partners will also work with Jamba Juice on its CSR and charitably efforts, such as its Team Up for a Healthy America initiative, which includes the brand's Fit Trend Expo, said Washington.
Jamba Juice initially brought on Finn Partners last October to work with the brand on a project before naming the firm AOR this year, said Washington. The agency supported the company's Million Free Smoothie or Juice Giveaway program in partnership with the Isis Mobile Wallet app.
Budget information on the account was not disclosed.
"Neighbor Agency and Jamba Juice had a solid business partnership for the past five years,” said Linda Price, owner and president of Neighbor Agency, in an emailed statement. “Our agency is proud of the creative marketing that we developed for Jamba Juice, and are elated that our team was able to help turn the business around into the brand that you see today."