When the world’s largest fast food juggernauts enter your category, the best defense is a good offense. Jamba Juice’s fresh, made to order fruit smoothies swirled the competition, and we made that known with a satirical PR and social campaign suggesting that Jamba Juice was getting into the burger business. Coupled with a corporate communication strategy driving investor interest in the brand, raising the profile of CEO James White and community partnerships ranging from the WNBA to the PTA, Jamba Juice came out 500 million media impressions (and a few celebrity relationships) stronger.