Jamba Juice Nearing Finish Line

Jamba Juice is in the final stages of a review for its estimated $2.5 million account, which includes media and creative duties.
Contenders for the San Francisco-based juice bar chain’s business are Butler, Shine & Stern, Sausalito, Calif.; Blazing Paradigm and Leagas Delaney, both in San Francisco; and WongDoody, Seattle and Santa Monica, Calif. J. Walter Thompson, San Francisco, recently pulled out of the pitch, said sources.
“We plan to pick an agency within the next few weeks,” said Chris Strausser, vice president of marketing for Jamba Juice. “Final presentations were [last] Friday.”
Jamba Juice split with its former agency, Italia/Gal in Los Angeles, last September. The shop had primarily completed in-store advertising for the client, but had also produced radio spots that aired in select markets last year.
Sources said Jamba Juice’s new agency will be expected to create the client’s in-store, outdoor and radio advertising, with TV work also a possibility.
“There has been exceptional interest in this account from agencies of all sizes,” Strausser said.
“I think they are looking not only at what Jamba Juice is right now, but what it will become in the future.”
Strausser said Jamba Juice plans to strengthen its presence outside California. The chain currently operates more than 60 stores inside the state, primarily in Southern California. Jamba Juice recently opened outlets in Phoenix and on the campus of Yale University in New Haven, Conn. The Pacific Northwest also holds “great potential” for the chain, according to Strausser.
“Our new agency will have an opportunity to help us communicate to consumers what the Jamba Juice brand stands for,” he said. “We want to create a brand personality that stands out as unique in the juice bar and convenience food categories.”