Smoothie King Campaign Aims to Help Customers Get Fit

Nation’s Restaurant News speaks with vice president of marketing Bobby Williams about new program

Smoothie King plans to unveil a new campaign called “Iam1” this week to support customers’ efforts to get or stay fit in the New Year.

Smoothie King, which has more than 600 units in 32 states, the Cayman Islands, and South Korea, is launching the campaign with an Internet microsite dedicated to encouraging guests to share their weight-loss success stories.

The company also will select customers to receive free smoothies for a year, in addition to such offers as personal training for a month and new workout shoes.

“We’ve always been a company focused on providing accessible, healthy alternatives to the typical meal on the go,” Steve Kuhnau, founder and chief executive of Smoothie King, said in a statement. “Over the course of the year, not only will our marketing efforts focus on healthy living, but we will also introduce new products that make it easier than ever for our guests to get and stay fit.”

Nation’s Restaurant News asked Bobby Williams, Smoothie King’s vice president of marketing, about the program.

What are the most engaging aspects of the Iam1 microsite?

Iam1 is more than just a microsite. It’s a campaign about our guests — the people who love Smoothie King and have achieved their ideal weight, fitness or health with our brand. It’s about capturing their success, recognizing them and then paying it forward to someone who needs a boost of support to reach their goals in 2012. The campaign aims to encourage guests to share their weight loss success stories and lead the path to health and wellness as influencers themselves.

What were the mechanics and costs of setting it up?

All of our marketing efforts are a combination of digital, direct mail, social, e-mail, PR, and in-store support. In collaboration with our agency, SMG, we created the microsite as a place to gather testimonials. This campaign is not about a big spend. It’s about investing in our community and supporting them on their path to wellness.