the solution
Understanding how the product was perceived and currently used by chefs in various key sales sectors was a vital place to start, so jellybean conducted extensive product testing with over 100 professional chefs, in partnership with Good Sense Research. The results were enlightening and enabled us to evidence the superiority of Philadelphia’s cream cheese versus three key competitors.
With everything tied together under the eye-catching campaign of ‘You Don’t Know Philly’, we worked closely with five well-known and respected chefs – each representing a key sector for Philadelphia. These chefs are fondly known as The Philly Five, and they each share their true POV on how useful Philadelphia is for them in the kitchen, enabling us to challenge chefs to discover a world beyond bagels and cheesecake.
the results
- The campaign cause a considerable spike in total foodservice sales vs the previous year, while the education and inspiration-focused activation helped to differentiate the product from own label competitors. This was achieved both through the strength of the independent research and how it was communicated, and direct testimonial from wholesale partners demonstrating the value of the renewed focus on foodservice.
- “The much improved recipe and digital content is great to see and is helping drive YOY sales growth.” – Category Buyer, Bidfood
- “The dramatic change in marketing from Philadelphia demonstrates a relevant focus on our sector.” – Purchasing Director, Harvey & Brockless
- “We have seen a real step-change in the relationship and category focus this year.” – Dairy Category Manager, Brakes
Abi Eayrs
