St Luke’s wins £4m smoothie brief

PJ Smoothies has handed its £4m advertising account to St Luke’s following a competitive pitch against undisclosed agencies.

PJ Smoothies has handed its &£4m advertising account to St Luke’s following a competitive pitch against undisclosed agencies.

The protracted search for an agency has been overseen by marketing manager Kathryn McKenzie and began last October (MW October 9, 2003). St Luke’s will be the first agency to work for PJ Smoothies – previous advertising has been devised in house.

The smoothie market was valued at &£69m last month, with the potential to grow to &£150m by 2008 (Zenith International). PJ Smoothies lost its position as brand leader by turnover to rival Innocent last year (AC Nielsen). Innocent recently launched an outdoor campaign using a “made by nature” theme and is considering a national television campaign. It will also repeat its free Fruitstock music event in London’s Regent Park.

PJ Smoothies launched a &£2m marketing campaign last September using TV advertising with the strapline “Done being bad”. Its first media exposure was as sponsor of ITV1 reality TV series Survivor and ITV2 Survivor Raw in April 2002.

The company, originally called Pete & Johnny Smoothies, was launched in 1994 and recorded a turnover of &£9.45m last year. The product is listed in major supermarkets such as Asda, Sainsbury’s, Safeway and Tesco.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here