Dive Brief:
- Smoothie King unveiled a brand expansion plan that includes a new national ad campaign, bigger menu, in-store design overhauls and a promotion playing on dupe culture, according to a press release.
- The campaign, titled “The Best Kind of Delicious,” depicts consumers who are overwhelmed by online recommendations for healthier meal options. Smoothie King comes to the rescue as a brand that’s spent over five decades seeking the right balance of nutrition and flavor.
- The ads are running across traditional and connected TV, out of home and on social and digital channels. Through April 23, the brand is also inviting consumers to bring in receipts from rivals for a free smoothie as part of the Smoothie De-Dupe Program.
Dive Insight:
Smoothie King is tackling the expansive, complex world of online nutritional advice with its latest ad campaign, part of what the company bills as a larger brand evolution. As vitamin- and protein-packed snacks proliferate, encompassing everything from coffee to waffles, the over 50-year-old chain — which claims to have coined the term “smoothie” — is positioning itself as a dependable option that doesn’t sacrifice flavor in the name of health benefits. The goal of the larger overhaul is to support the next 50 years of growth and innovation for Smoothie King.
“The Best Kind of Delicious” ads show people in different scenarios, like watching their kids or lifting weights at the gym, who turn to search engines for food recommendations that can deliver the right hit of energy and protein. The results jump from the smartphone screen to the real world in a whirl of conflicting influencer advice and questionable products, with the storm eventually calmed by Smoothie King. BarkleyOKRP, Smoothie King’s creative agency since 2023, is behind the concept.
In addition to the creative, Smoothie King is swiping at rivals through a limited-time promotion riffing on dupe culture, a trend that has risen in popularity as people seek cheaper alternatives to luxury goods. The Smoothie De-Dupe Program could drive more traffic to the chain as it prepares larger changes affecting its stores and menu.
Smoothie King will soon expand its offerings to include flatbreads after launching its first national food menu last year with options like loaded toast. The implementation of ovens across store systems will come at no cost to franchisees, the announcement said. Smoothie King, which is privately held, said that its bigger bet on food is becoming a key growth driver.
Smoothie King last July received a minority investment from private equity firm Main Post Partners, a move that followed Blackstone buying competitor Tropical Smoothie Cafe in a deal valued at $2 billion. Smoothie King plans to open an additional 200 stores while reworking its current in-store designs, ditching what it calls a “stark, functional aesthetic” to invite more warmth. Changes include new branded artwork, greenery and updated lighting and menu boards.
