In 2015, Wrap Films systems came to Jellybean to assist them with their goal to see a Wrapmaster in every professional kitchen in the UK, converting and up-selling chefs and caterers from the ‘cutter box’ format.
Jellybean conceived the Wrap Smart campaign which aimed to both raise awareness of the brand and get Wrapmasters into kitchens. Starting with the Wrap Swap, caterers and chefs were offered a free Wrapmaster for simply sending in a picture of them ditching their cutter box.
Once they had their Wrapmaster, they could then enter the Wrap Challenge by sending in a 10 second video of their speedy wrapping technique using their shiny new Wrapmaster. Not only were there big prizes to be won, but the campaign also supported a worthy industry charity, Hospitality Action.
To find out more visit www.wrap-smart.co.uk
The Campaign & Results
Jellybean took over the Twitter account, created a microsite, HTMLs and compelling photography showing the Wrapmaster in action, as well as looking after PR. Then, working with Staff Canteen, a video was filmed showing the Wrapmaster going up against the traditional cutter box. So far the campaign has achieved the following results:
• Video has been viewed 6,567 times
• Wrap Swap has had 52 entries
• Campaign has an OTS of 1,168,582
• Microsite has seen 4,618 views since launch
• Twitter following has grown by 273 followers
• Twitter has provided 75,016 total impressions
• ROI for the campaign PR has been: 15.9:1
• A 15% uplift in re-fill sales in foodservice
“The Wrap Smart campaign delivered on every level of strategic and creative thinking. The integrated, high impact activity has really boosted our foodservice brand awareness and customer engagement, which has led to a sales uplift of 15% during the campaign – we’re delighted to be working with Jellybean and looking forward to 2016.”
Paul Feery, Marketing Director, Wrap Film Systems Ltd
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