The Smoothie King Franchises has appointed Rodgers Townsend as creative AOR following a formal review.
The Omnicom Group-owned shop will oversee the 1,000 juice chain’s advertising as it seeks to position itself as a healthier alternative to the more well-known Jamba Juice. The chain recently rebranded itself under the "Cleaner Blending" messaging which will continue to be supported under its new agency.
Last year, Smoothie King launched its first national TV campaign to increase both sales and brand awareness via a 12-week media buy that supported its Slim-N-Trim smoothie and fan favorite Mango drinks.
The chain's ad budget was $3.9 million between March-July 2017, according to Kantar Media.
Four years ago, the franchise announced a 10-year, $40 million naming rights deal that transformed the New Orleans Arena, home of NBA's Pelicans, into the Smoothie King Center.
Smoothie King expects to open 150 new locations in 2018, the most stores it has ever opened in the U.S. in a single year. This expansion is focused on 16 core markets, including Dallas, New York, Cincinnati, and Phoenix.
The company previously worked with several different agencies for different duties. The review was led by Dallas-based consultancy Mitchell & McCue.