Leveraging our decades-long experience in the fast casual category, we knew that getting them up and running with consistency was the first step. We leveraged their existing brand voice and product strategy and married it with current trends and insights for the category. Knowing that the Tropical Smoothie audience is a diverse group of people, we focused on their commonalities. These audiences all care about the food choices they make, but their mindset is more “Always Improving” than “Clean Eating”. They like fresh flavors, new combinations and the sense of adventure that the rotating Tropical Smoothie Cafe menu delivers. Our messaging highlighted these flavor adventures and made them feel good about indulging their wild side. We also recognized that the Tropical Smoothie fan is a highly engaged social creature, so we focused on delivering a large volume of organic social content to keep things fresh and fun. Once we had success with organic, we were able to leverage our learnings to create more transaction-oriented content, including app download and mobile ordering campaigns.