Smoothie King Franchises Inc. is targeting consumers 40 years and older with a new health-oriented marketing campaign tied to its 40th anniversary.
The New Orleans-based franchisor launched its 40 Years Strong campaign and a 40 over 40 contest via social media on Tuesday. Smoothie King is asking fans to nominate people 40 and older who represent the “spirit of health, wellness and strength,” via Facebook, where it has more than 330,000 likes, and a microsite .
“Smoothie King's fans are of all life stages — kids to grandparents — with a strong loyal following of householders (moms and dads over the age of 40) who are raising school-aged children,” Smoothie King vice president of marketing Bobby Williams said.
“While the campaign is marketed to a broader demographic than just 40 and over (everyone can nominate), we are celebrating what being 40 feels like. And for many of our customers, they're living life with a strong heart, strong mind, strong body, and with a great giving spirit, well after 40,” he added.
The 40 over 40 contest asks customers to submit a nominee’s photo and brief story about how they positively impact their community. Smoothie King will select the most inspiring stories, and 40 nominees will win $1,000 each to support their endeavors.
Those who make submissions will receive a buy-one-get-one-free coupon and be entered to win a $100 Smoothie King gift card.
Smoothie King chief executive Wan Kim said in a statement that the program aims to promote healthful lifestyles.
“Turning 40 is no longer considered taboo because of the growing awareness and education around what we need to stay fit and healthy, from nutrition to exercise,” Wan said. “The 40 Years Strong campaign was created to give back to those who have walked our path and who continue to inspire along the way.”
40 Years Strong is the second of several campaigns Smoothie King will roll out in its 40th year. “Lean into Life,” which ran for six weeks in January and February, asked customers to do weekly challenges for self-improvement.
The 40 Years Strong campaign and contest is being supported with digital ads and on Facebook, the company said.
Privately held Smoothie King has more than 600 units in 32 states, the Cayman Islands and the Republic of Korea.