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Update: Smoothie King taps PR agency (Score 18)

Update: consumer engagement, though leadership, social media, influencer marketing and promoting new locations. Fish will also handle franchisee recruitment. I believe this replaces incumbent PR AOR Fishman. 

Agency & martech readers-- In addition to its new PR partner, SK works with Norton Creative. Agency hires tend to follow one another, so now is a good time to get in touch with SK's DMs. 

The original article was published on April 14:

Smoothie King (SK) launched a subscription service called Nourish Daily on April 12. Users will be able to select from 12 different protein "purpose powders" based off of their needs. For example, it has powders that are keto-friendly, vegan, to support immune system and for muscle-building. There are also ten different flavor options such as Berry Banana, Mixed Berry and Veggie Mango to mix with the powder. Subscribers can opt for free-delivery or pick up at SK location. For now, it is only available in the Dallas-Fort Worth area, but it will likely expand if it is successful. I would not be surprised if it launched some new creative work to promote this subscription. 

According to Pathmatics, SK earned 53.5m impressions YTD through desktop video ads (58%), Instagram ads (21%) and Facebook ads (20%). It placed 100% of these ads site direct onto sites such as youtube.com, instagram.com, facebook.com, wgno.com and spin.com. It spent approximately $652.6k on digital display ads YTD, just 28% of the $2.2m spent in this channel during the same time period of 2021. Full-year spend jumped from $2.3m in 2020 to $4.4m in 2021. 

Magellan reports SK placed close to 300 podcast ads over the last 365 days. 

Sellers-- SK appears to be targeting Gen-Z and millennials. The smoothie chain allocates the majority of its marketing budget towards digital display ads. It increased spend by over $2m from 2020 to 2021. However, SK has been decreasing spend so far in 2022. This means it may be experimenting with its budget to find the best ROI and overshot in 2021. SK also invests in OOH, print, radio and local broadcast TV ads, per Kantar. Click here, to use SK's location finder to see where you may be able to provide local ad space. Sellers should get in touch to offer ad space. 

Agency & martech readers-- SK currently works with social/digital AOR Norton Creative. You likely will have the best chance of picking up project-based work from this company.