the task
Launch Bebeto’s biggest and boldest Halloween range yet, with four new products and new look packaging, through a PR campaign and media launch event.
During the busiest time of year for confectionery brands, it was our mission to make Bebeto’s Halloween range stand out from the crowd in a competitive market place and drive product and brand awareness amongst retailers and consumers.
the solution
A strategic trade and consumer PR campaign to generate press coverage showcasing the Halloween range in high reaching, impactful media titles.
We created dedicated trade and consumer press releases showcasing Bebeto’s NPD including Witches Cauldron, Mummies Bandages, Witches Hair and Spooky Mix Multi Pack.
To capture trade media interest, we sourced insights illustrating the growth and potential for Halloween with Bebeto to create retailer FOMO. For consumer media we focussed on positioning the brand as a must have for your Halloween celebrations from trick or treating to parties and scary movie nights.
Utilising our extensive network of media contacts, we delivered outstanding coverage which would inspire and impact both retailers and consumers showcasing the brand’s key messages, range imagery and all important back links driving readers to purchase.
To generate even more noise, we worked with Bebeto to plan a fangtastic launch event at the Bebeto Store and Cafe in Wimbledon, South West London, ahead of Halloween. The store was transformed into a haunted sweet shop for the season, showcasing the NPD alongside the core range, allowing visitors to immerse themselves in the brand and encourage social sharing.
Jellybean secured top tier journalists and influencers to attend with their families, creating excitement, word of mouth and awareness around the Halloween range.
To complete the campaign, we delivered a second consumer media outreach around the store, positioning it as a must visit spot for Halloween, generating listings and inclusion in seasonal features.
the results
16 pieces of press coverage achieved in trade and consumer media titles including Hello!, iPaper, Consomme, The Grocer, Convenience Store, Scottish Grocer, Asian Trader, Food Navigator and Forecourt Trader, resulting in a reach of 35.7 million.
22 media and influencers with a combined reach of 530k attended Bebeto’s Halloween launch party.
