Problem
Fast food is synonymous with greasy burgers and frappucinos, not smoothies. But Smoothie King needed to convince hungry people on the go to think of them— both for their tasty blends, and their newest product: smoothie bowls.
Insight
Some might say the worlds of healthy smoothies and greasy fast food don’t mix. But the truth is, most people’s health journeys aren’t linear. Sometimes we nail it, and sometimes we just say “screw it.” We need more ways to easily nail our health on the go.
Solution
We boldly asserted Smoothie King as fast food that packs more power in, because our tasty blends and bowls are made with real fruits, organic veggies, rich protein, and absolutely no bad stuff. From TV that juxtaposed our smoothie bowls against the gut bombs of the fast food world, to creating the first ever full length novel with ChatGPT about our clean X-Treme Watermelon smoothie, we made the world pay attention and cemented our brand as the #1 healthier fast food alternative.
Results
The results are in, we won the fast food fight! After launch Smoothie King saw the most profitable sales period in its 50 year history and a +13% Same Store Sales increase compared to the previous year. Bowls added to the success with increased awareness and trial which resulted in an unprecedented 8% Product Mix.
Awards
Reggie Silver for Rebranding, Repositioning, or Reintroducing Marketing category
Reggie Gold for Best Use of AI
Adweek AI Campaign of the Year
Team
Strategy: Yours Truly
Creative Agency: Barkley