Los Angeles-based Jamba Juice has launched its School Bananananza ’09 campaign, a six-week promotion to raise money for public and non-profit private schools across the country.
Working with Neighbor Agency for campaign development, participating Jamba Juice locations will each sponsor a “Jamba School of the Week,” in which 20% of all sales of any Jamba Juice product will be donated back to that school for each customer with a flyer or school ID. Each store will choose a different school each week of the campaign.
All of Jamba Juice’s company stores — more than 500 — and an estimated half of the roughly 220 franchise locations are participating, said Kim Larson, Jamba Juice’s VP of brand marketing.
“It’s important for us to get back to grassroots and community-based marketing,” she said. “This fits in with long-term marketing strategy and was something we wanted to do before the end of the school year.”
During the six-week period, Jamba Juice’s mascot, Bananaman, will be travelling across California in his Jamba Bananavan. He will stop at school and local events to pass out school giveback flyers, buy-one-get-one coupons and summer-hire applications.
Social media also will be used to get the news out about the campaign. A Twitter account, http://twitter.com/jambabananaman, will be used to track him on the road, and Jamba Juice’s Facebook page will show pictures and videos of Bananaman’s tour.
Larson said she hopes the campaign will drive brand loyalty.
“As people come to the Web site, they’ll join the Jamba fan club and newsletter,” she said. “So there’s definitely an important loyalty push.”
The promotion “will also lead into our broader strategy in the fall for back to school campaigns,” she said.
