In the Autumn of 2014, Callebaut, makers of the finest Belgian chocolate, partnered with Jellybean to encourage chefs to increase their use of chocolate as an ingredient.
Trade and consumer insight was our strategic foundation for this campaign. By drilling ‘sales out’ data we identified our key sectors for focus in foodservice, and consumer insight and menu research established that there was a real disconnect between consumer demand for chocolate desserts and what chefs were offering on menus. This “Jellybean Sweet Spot” formed the premise for our integrated campaign “For The Love of Chocolate” www.fortheloveofchoc.co.uk, launched to coincide with Chocolate Week. Phase 1 of the campaign focused on educating and inspiring chefs to meet consumer demand for chocolate desserts. Education was via an infographic which summarised the compelling research findings. Whilst to inspire chefs to add the most popular chocolate desserts to their menu, Callebaut’s chocolatier chef developed the top five recipes with stunning serving suggestions. Phase 2 of the campaign drove engagement with chefs via a competition to win a tip to Ghana simply by submitting your twist on one of the top five chocolate desserts. The competition achieved 62 high quality entries. The two winners (under and over 21) accompanied by the Products Editor of the Caterer and Jellybean enjoyed an amazing trip in April.
PR – OTS – almost 4million (3,930,925), EAV – £196,864, ROI – 27:1, PR hit rate – 90%
The great news – the campaign has delivered a 15% uplift in foodservice sales YOY. Now that’s a lot of love for chocolate!
“With their strategic thinking, strong insight, integrated approach and excellent creative, Jellybean has delivered a stand-out campaign with real longevity. ‘For the Love of Chocolate’ has been incredibly well received and most importantly driven an impressive sales uplift.”
Anna Sentance, Gourmet Marketing Manager Callebaut
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