Smoothie King Franchises has selected St.Louis-based Omnicom Group-owned integrated agency Rodgers Townsend as its creative agency of record, following a review led by Dallas-based consultancy Mitchell & McCue.
Smoothie King previously worked with a roster of different agencies.
The appointment comes as Smoothie King joins a long list of brands pledging to use healthier ingredients, re-centering its brand around removing added sugars, artificial flavors, colors and preservatives, and using more whole fruits and vegetables.
“This is a dynamic time of growth and positive change for the Smoothie King brand, and we needed a creative partner that truly comprehends our mission, our guests’ needs and how to relaunch our legacy brand,” said Smoothie King CMO Jennifer Herskind said in a statement. “Rodgers Townsend showed us they not only understand our vision to be an integral part of every health and fitness journey, but can also bring it to life for existing and new guests. We are confident that together we are going to transform the smoothie category and inspire people to live a healthy and active lifestyle.”
“Built on the vision of Cleaner Blending and its move to a new corporate headquarters in Dallas, Smoothie King is on the precipice of its next burst of growth,” Rodgers Townsend CEO Andrew Dauska added, “We were inspired by CEO Wan Kim’s commitment to a healthier, happier world and energized by the experience and infectious enthusiasm of the management team. It’s rare, but occasionally stars do align.”