We have been working in close partnership with Essential Cuisine, as their strategic marketing and PR partner, since early 2013.
We’ve worked with them to develop a market-leading, future-proof campaign – ‘Proud to be one of the Team’. This is the culmination of sound insight, peer to peer research, fundamental market knowledge, innovative agency thinking and a client with a seriously big personality, struggling with a disconnect between perception and reality.
This is a highly competitive market where individual chefs are often the hero – we wanted a new spin and made the brand part of the whole kitchen brigade and its camaraderie. The fully integrated campaign running across trade media advertising, PR, digital & social, was launched to the press and end users at the Restaurant Show in October 2013. The campaign has gone on to define and shape the company – a staunchly British producer of outstanding stocks and sauces for professional chefs.
The campaign has very clearly paid dividends for the business which posted double digit yoy growth in 2013/14. In 12 months, the PR campaign has achieved a 100% hit rate, an OTS of over 5m and a return on investment of 12:1.
Commenting on the rebrand, Essential Cuisine Director, Neil Corlett, said: “We’re delighted to be working with Jellybean. They’ve shown a great level of creativity and insight into the foodservice market and achieved what we set out to do!”
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