Jamba Juice also appointed Grow, a San Francisco-based public relations and nontraditional marketing shop, as public relations agency of record.
The chain, with more than 390 stores nationwide, aims its on-the-go meals at consumers with active lifestyles. "We will create a whole positioning and branding for the chain as well as introduce new products," said Kirk Souder, president and executive creative director at Publicis & Hal Riney.
In a statement, Renee Kempler, Jamba Juice's regional marketing director, said she expects the move will "bring our marketing to the next level."
Jamba Juice spent 292,000 in measured media in 2002, according to TNS Media Intelligence/CMR.
Jamba Juice leads the $880 million smoothie category, according to industry data, with sales exceeding $200 million for the fiscal year ended June 24. The chain faces increased competition from emerging chains as well as the chill put on sales of icy drinks in cold climates during winter. New products under consideration include soups.
Grow, founded in 2001, included the Limited's Express division, Levi Strauss & Co., the Gap's Old Navy and Federated's macys.com among its clients. Grow last year helped Jamba Juice launch a new smaller 16 oz. cup. Previously, the stores sold drinks only in 24 oz. and 32 oz. sizes.