Trump to Blow a Hole in Beer Market with ÂŁ250,000 Kickstarter Campaign
He may be viewed as unwelcome in the UK by some, but if one Somerset micro brewer has his way, Donald Trump is set to make his presence felt through a controversial new high strength, methane-infused bitter.
Jed Pendleton, owner of Boon Breweries in Yeovil, is using popular crowd funding site, Kickstarter, in an attempt to raise ÂŁ250,000 to fund a line of limited edition âDonaldâs Trumpsâ beer.
The new brew is set to contain the methane of the flaxen-haired megalomaniac billionaire â an unintentional by-product given off through the sheer intensity of his rousing public speaking â the resultant gas having been stealthily collected by an âanonymous aideâ.
Contrary to modern brewing practices, methane is the key to a new fermentation process, created by Pendleton and it is hoped â with the addition of Trumpâs gas â that the new bitter will be the most carbonated, high-strength ever bottled.
Said Jed Pendleton: âYes, it goes against everything ever written about beer and, yes, itâs unconventional, but I donât care â modern day micro brewing is about getting yourself noticed and doing something edgy and fresh.
âWe see Donald Trump in the news every single day, saying something stupid, offending people, not really understanding the world around him, but at no point has anyone stopped to say âwhat if we could harness his farts for a new beerâ. Questions need to be asked about why that is.â
Unbeknownst to the perma-tanned magnate and TV star-turned-tub-thumping-tyrant, Pendleton has been in talks with one of Trumpâs closest US aides, codenamed âDeep Guffâ who initially noticed the âeerieâ release during an early Alabama caucus and has been collecting the gas via Tupperware ever since âfor insurance purposesâ.
The aide is, according to Pendleton, in receipt of 10 metric tonnes of gas and willing to âtalk serious businessâ.
âApparently he âoff-gassesâ like one of those futuristic mattresses or a traction engine at a steam fair â heâs always at it! Now is the time to collect his gusts and profit from him before he gets the nuclear codes and blasts us all to Bethlehem.â Added Jed.
Pendleton is looking to raise ÂŁ250,000 via Kickstarter â ÂŁ150,000 for the brewing and bottling process, ÂŁ50,000 for a specially constructed, hermetically sealed gas transportation unit and ÂŁ50,000 in air fares.
If successful, âDonaldâs Trumpsâ would be brewed, bottled and available to the on-trade in time for Novemberâs Presidential elections, with stakeholders promised a four pack of the new beer as recompense for donations.
To find out more about Boon Brewery and donate to their Kickstarter project, click here: www.kickstarter.com/boonbrew
Integration. Integration. Integration.
Itâs a word often spouted by PR and marketing bods the country-long, but what does it actually mean? I mean, I know what it means, but what does it really mean when an agency figurehead talks about a âspecialist integrated approachâ. Itâs easy enough to pick words and phrases like âharmonyâ, âequalityâ and âshared goalsâ out of the sack, but in the case of our beloved agency what the word really represents is simple: a bunch of creative-minded souls pooling often very different skillsets and worldviews into one salient, sellable idea, all for the good of the client.
Earlier this year, PR Week talked of a âtipping pointâ for agencies â heralding 2015 as the advent of an integrated future. The article claimed that because of the rise of digital and clients becoming âmuch more agnostic about how they spend their money and think about marketing and communicationsâ that agencies needed to ready themselves to offer smarter combined services. Thankfully itâs something weâve known for many years; that with channels of communication becoming so much more fragmented, the joined-up approach simply works better.
Last week our efforts were rewarded with the joyous news that Jellybean has been awarded the Best Integrated Campaign gong at The Chartered Institute of Public Relations (CIPR) South of England PRide Awards. The awards are the most credible in the public relations industry and, as such, are judged by a high calibre of experts drawn from the very top of their fields. Those same judges saw fit to award us Gold for our work with client, Callebaut, in creating the multifaceted (and highly integrated) âFor the Love of Chocolateâ campaign.
With inspiration and integration at its heart, âFor The Love of Chocolateâ was a labour of love for all involved, from our dedicated studio, which turned out stunning creative, right through to the strategy, tone and message crafted by the marketing and PR teams. As well as inspire, the campaign looked to educate and engage chefs, focusing specifically around the disconnect between the consumer demand for chocolate desserts and the amount currently offered on menus.
The seven-month campaign â seen by almost 6.5m people in the foodservice industry â employed a mix of bespoke consumer research, PR and marketing, creative and a highly successful industry competition, to drive an extraordinary 15% YOY uplift in Callebautâs foodservice sales. A truly incredible result, one that could only have been achieved through our tried and tested joined-up, Jellybean approach.
To really hit it home, hereâs what the judges had to say: âWe thought this campaign was literally chocolate. A holistic approach was taken, with research really informing the strategy and tactics. It successfully segmented the target audiences and the concept was universal across all audiences. The design work was beautifully executed and it delivered impressive results with 15% uplift in sales against a target of 10%. This campaign demonstrated that the brand really understands its UK market.â
Amen to that, and to Callebaut for trusting Jellybean with its reputation. Look out for more of the same in 2016 as year-two plans take shape.
Be sure to check out the âFor the Love of Chocolateâ case study here: and while youâre there why not take a look at some of our other work to really get yourself integrated with Jellybean.
Jellybean Creative is a leading food service marketing and communications agency. We help top brands with food service pr, food service marketing, digital and design. If you feel we could help you with your marcomms, strategy, public relations, creative or digital then drop us a line today.
Foodservice Trends – #Foodyawn: New Frontiers in Posh Junk Food
In a high stakes game of one-upmanship, someone will, inevitably, take things too far and end up with torn trousers and/or pants. Or no trousers and/or pants. Or in tears. Or in a ditch in tears with no trousers or pants. And so it is with foodservice trends.
So it is with the rise and rise of posh/gourmet junk food and the increasingly ersatz notion of food porn. At first our sensibilities were captivated with names and concepts such as Meat Liquor, Patty and Bun and Bubbledogs â and the instagrammed fare of bubbling cheese, buns overfilled to excess and mountainous fries that inevitably filled social media as accompaniment.
Increasingly however, the lexical currency of this movement has shifted to incorporate words such as âdirtyâ, âshackâ, âevilâ, âfilthyâ and âpornâ, to the point that Iâm surprised the newsletters heralding these openings arenât held more often in cyber quarantine alongside dodgy emails from faux African royalty and sex tips from an author whose primary point of concern really should be grammatical, not anatomical.
Donât get me wrong, I have no truck with the food these outlets serve, nor with people wanting to give the UK a taste of something different (even if it is at the cost of new arterial matter). My problem is with the un-enticing names that people sometimes choose for their brands â unless they come in the shape of a warning, descriptors are supposed to draw people in, not fill them with fear and disgust.
Who wants to eat in a filthy shack? And the last time porn and food were successfully combined, Mickey Rourkeâs face was relatively normal. That was 29 years ago.
Last week saw yet another London opening of the decidedly dirty variety, begging the questions, whatâs next? How far can we push the envelope?
Itâs all got too much. Someoneâs going to end up with torn pants.
In the true spirit of one-upmanship, weâve created some hot concepts that may or may not come to fruition. As a leading agency, our creative collateral is subject to the rules of intellectual property. Though should you wish to use any of the below ideas for your own brand, my fee is negotiable.
Grease Grave
Diners are met by waiters and waitresses dressed as mourners at your Uncle Deanâs funeral and invited to sit in shallow soil pits before enjoying the contents of a full wake buffet (vol-au-vents, mini onion bhajis, chipsticks, angel slices etc.) all deep fried and served on silver platters with ornamental doilies (also deep fried).
Drinks:Â Hot brown tea, weak coffee
Conversation snippets you are most likely to overhear: âGone too soon, but what a wonderful spreadâŠâ
Atmosphere: Muted
The Sh*tâs hit the Fan
So saturated in oil is the food in this establishment, that diners must wear protective clothing, similar to what one would wear for a skydive (air suit, goggles etc.) before having sodden husks of deep fried burgers and sausages fired at velocity, directly into their faces through large industrial fans. Diners must adopt the technique of the whale shark collecting plankton to catch as many greased goods in their open mouths as is humanly possible.
Drinks:Â Food is so sodden that, here, there is no difference between a solid and a liquid
Conversation snippets you are most likely to overhear: The noise of the fans and the overall concept do not lend themselves to talking. Talking is for after. In the form of counselling.
Atmosphere: Edgy, blowy, greasy
Burp Shack
With the news last week of a London cocktail pop-up that allows sophisticates to inhale, as opposed to imbibe, their expensive cocktail of choice, food porn innovators have wasted little time in dirtying-up the concept, inviting savvy diners to directly breathe in the belches of minor celebrities who have, ahead of time, eaten from a select menu of fried chicken, ribs and burgers. The z-list gas is released through a network of hidden pipes with a different celebrity guest expected to fulfil his or her quota of burps each night. The specially sealed room reaches maximum acridity around 9pm. Diners are advised to book ahead.
Drinks:Â Water, sipped until the nausea passes
Conversation snippets you are most likely to overhear: âGive him his due, that Joey Essex can burp for Britain â if only he could monetise itâ
Atmosphere: Sinister
Jellybean Creative is a leading foodservice marketing agency. We help top brands with food service pr, food service marketing, digital and design. If you feel we could help you with your marcomms, strategy, public relations, creative or digital then drop us a line today.
Time for (Unsung) Heroes
In the plump file named âthings that foodservice does wellâ â youâll find, among myriad other examples, evidence of an industry like no other when it comes to honouring unsung heroes, be they young, up-and-coming chefs, charity workers, mentors or otherwise.
Last Thursday evening the tradition continued in some style with the annual Cost Sector Catering Awards â a chance to meet, eat, drink and marvel at some of the fine work done by in-house or contract caterers working in healthcare, schools, government departments, meals on wheels and welfare, prison catering, police, fire and MoD, as well as on-board travel catering.
The ceremony, organised by our friends at publishing house Dewberry Redpoint and held at the Hilton London Metropole, was packed to the rafters with the great and good of the industry, including a delegation of Jellybeans (actual collective noun) keen to mark the biggest night in the cost sector calendar.
With pre-dinner emceeing duties overseen by Dewberry Redpointâs Andrew Archer, comedian Paul Sinha took the stage, following some fantastic food, to gee the room into an appreciative awards frenzy.
Headline moments came with Age UK chairman Dianne Jeffrey CBE, who has led both the Malnutrition Task Force and the Hospital Food Standards Panel in recent years, who was honoured with the Public Sector Lifetime Achievement Award (sponsored by our good friends at Hobart UK) while Geoffrey Harrison, the chairman and founder of Harrison Catering, received the equivalent Contract Catering gong.
All in all a fantastic night in which we were privileged to share. A night of unsung heroes. Well done to Dewberry Redpoint on another rather marvellous bunfight.
Follow this link for a full list of winners and a video from the night, click here.
Jellybean Creative is a leading foodservice pr agency. We help top brands with foodservice pr, foodservice marketing, digital and design. If you feel we could help you with your marcomms, strategy, public relations, creative or digital then drop us a line today.
Jellybean Serves up Charity April Fool
A seven day âpop-upâ restaurant in East London, serving âpimped-up, Victorian-formula gruelâ was the recent subject of a charity April Foolsâ Day prank by creative agency, Jellybean.
Borrowing heavily from the current trend for themed pop-up restaurants in the news, âGruel Dudesâ and its fictional creator, Denton Fisk, took in elements of social media, digital and PR to fool readers, with ÂŁ50 donated to industry charity, Hospitality Action, for every time a media outlet ran with the story.
In the end, two outlets â The Caterer and the Publicanâs Morning Advertiser â printed the story in their âbest ofâ rundowns, with Jellybean placed in a top five alongside efforts from big names including Greene King, Dominoâs, Costa and The Fat Duck.
Jellybean Managing Director, Fiona Rickard, commented: âGetting involved with April Foolsâ Day is not just fun, it also provides a fantastic showcase for our capacity to compel and create. Tapping into the trend for leftfield âpop-upsâ seemed like fair game from our end, and weâre delighted it was met in the same spirit as intended, with many of our journalist friends loving the premise and the way in which it was delivered. Introducing a charity element seemed the right thing to do and weâll continue to support Hospitality Action whenever we can.â
For the ruse, a faux twitter account was established and populated in the lead up to the day, alongside a stylish landing page and standalone press release â the overriding conceit of which was to entice diners to a disused factory space in Londonâs Hackney Wick to feast on gruel with expensive âadd-onâ toppings including chia seeds, kale shavings, quinoa, local honey and foraged berries.
The twitter site can be viewed at: www.twitter.com/coolgruel
The full press release can be found here.
Jellybean is a diverse collection of minds and talents from across the industry. The RAR (Recommended Agency Register) and MAA (Marketing Agencies Association) accredited agency was recently shortlisted for both B2B Marketing and Communications Agency of the Year as well as the 2014 B2B Awards and offers unrivalled services in integrated marketing, PR, consultancy, insight, digital, creative and social media. Those looking to find out more about how Jellybean can help your brand for real can call Susan Bolam on: 01372 227950.
Jellybean Creative is a leading food and drink pr agency. We help top brands with foodservice pr, foodservice marketing, digital and design. If you feel we could help you with your marcomms, strategy, public relations, creative or digital then drop us a line today.
âCulinary Pirateâ to Launch Londonâs First-ever Gruel Pop-up, âGruel Dudesâ
A seven day âpop-upâ restaurant serving pimped-up, Victorian-formula gruel is to open at the very beginning of April at a disused factory space in Hackney, East London.
Gruel Dudes is the brainchild of an experiential collective of so-called âculinary piratesâ, headed by newcomer Denton Fisk, and will feature a menu of basic gruel, made using a mix of hot water, oats and millet sourced from nearby Dalston, âpimped upâ with a variety of toppings including chia seeds, kale shavings, quinoa, local honey and foraged berries.
Individual bowls will start at ÂŁ2.99, with toppings priced between ÂŁ1 and ÂŁ2.50.
Diners will also be able to choose from a small range of ethical coffee and tea, alongside an extensive flight of paired craft beer and wine, handpicked by Fisk himself.
On the new venture, Fisk opined: âNow feels like the right time to reimagine gruel for the 21st century. Weâve remembered how to brew our own beer again, we remembered that a beard can be a personal statement and not just a mark of laziness, but we forgot about gruel. Itâs lucky that I remembered that weâd forgotten about it, otherwise this would never have happened.â
The 110 square metre factory space, just off Tredegar Road in trendy Hackney Wick, will be open from 9am-7pm for seven days from 1st to 7th April. The strictly-no-bookings site has capacity for 45 diners, including a bar area, and will include a vintage clothing store, tattooist, flea market and a resident DJ.
Fisk concluded: âWeâre on a mission to âmake gruel coolâ and after this, it surely will be. If it proves a success, then who knows, we could roll it out far and wide to places like Stoke Newington and Dalston and maybe next time make it 14 days. I really want to do something interesting with acorns, so who knows, the possibilities are endless!â
Tweet Denton Fisk at: @coolgruel
Jellybean Creative is a leading social media foodservice agency. We help top brands with foodservice pr, foodservice marketing, digital and design. If you feel we could help you with your marcomms, strategy, public relations, creative or digital then drop us a line today.
2015 â what wonât happen
Do you remember when we were told that cupcakes were the ânext big thingâ and everything seemed simple? Then it was all kale and foam, ice cream sandwiches and edible soil, and bugs and boiled eggs encased in jelly, and we all got a bit scared for the future. Well, itâs that time again â the turn of the year; time to sort the fads and the bald facts from the bunkum and bullshit â 2015âs emerging food trends.
Among the many predictions for the culinary year ahead â Poutine (posh cheesy chips and gravy), Brinner (Breakfast at dinner), lard making a comeback (!?) and shrubs, to name but four â something caught my greedy eye.
Insight house the Canadean Group has earmarked a burgeoning and continued trend for food fusion products â citing a consumer phenomenon known as âRestless Palate Syndromeâ as the main suspect in the continual pursuit of new flavours and novel tastes. And, when it comes to food fusion, the baking world is most definitely the trend setter. The movement for melding different, sometimes opposing styles to create brand new creations, took flight last year with Chef Dominique Ansel creating and subsequently trademarking the Cronut â a croissant/doughnut hybrid â which took on a life of its own on social media, becoming the most virally talked about dessert since Alexander Fleming discovered some mouldy old cake in his laboratory.
In the Cronutâs wake, all manner of portmanteau delicacies including the townie (a tartlet crossed with a brownie); the brookie (a blend of brownies and cookies); the muffle (muffin plus waffle); the crookie (croissant and cookie) and the duffin (a muffin-doughnut fusion), have been produced. With innovation at its heart, itâs a trend that wonât be abating any time soon.
Here, in the spirit of the season, weâve created a list of possible baking mashups that definitely wonât make it big in 2015. And if they do, youâll be hearing from our solicitors.
The Crumnut â Crumpet/Doughnut
The familiar yeasty tea time treat, brought kicking and screaming into the 21st century with the aid of a deep fryer and a liberal dusting of sugar.
Best enjoyed with: The Last of the Summer Wine season one boxset
Dickmuff â Spotted Dick/Muffin
Inadvisably re-lablled as âSticky Richardâ by the prudes, the traditional suet sponge is here reimagined in a handy muffin shape, thrice injected with cold Birds custard for good measure.
Best enjoyed with: Builderâs tea and a fag
The Waffbundt â Waffle/Bundt Cake
The Waffbundt takes the phrase âmashupâ at its most literal. Simply place a slice of the traditional German delicacy in a hot, buttered waffle iron, don a welders mask and violently force the jaws of the iron shut for five minutes or less. Voila! (or should that be verschleiert!)
Best enjoyed with: Third degree burns
Mufflova â Pavlova Muffin
A simple yet doubtless delicious concoction of blended raspberries, cream and meringue, folded into muffin cases and chilled until edible.
Best enjoyed with: Vodka. Lots of vodka.
The Lardy Rascal â Lardy Cake/Fat Rascal
Less an overweight chancer, the kind that would chat up your wife and steal your wallet, and more hybrid of two of Britainâs most cherished delights. A kind of rock cake infused with beef dripping, rendered lard and finished with cherries and sultanas.
Best enjoyed with: An angioplasty
Eton Muff â Eton Mess/Muffin
Basically the same same as the MufflovaâŠ
Best enjoyed with: A knowing laugh
Jellybean Creative is a leading foodservice marketing and communications agency. We help top brands with foodservice pr, foodservice marketing, digital and design. If you feel we could help you with your marcomms, strategy, public relations, creative or digital then drop us a line today.
Jellybean at the Hospitality Show
Catalogues and websites are all well and good and fulfil a purpose, but you simply canât beat the vibrancy of a tradeshow floor as the place to feel the heft of a product, to get a real sense of its purpose, to taste, touch and try something for yourself.
Done well, a show can inspire even the most seasoned of visitors, but it takes a winning mix of innovative products, expert speakers, and decent attractions to pack them in and keep them coming.
Enter 2015âs Hospitality Show (Birmingham NEC, 19th-21st January) which, this time around, was pitched as a celebration of the âBest of Britishâ. Visitors came in their droves from across the UK to join in the festival of innovative new products and show stopping new attractions â contributing to a giant 20 per cent rise in attendance, compared with previous years.
Gangways were packed to the rafters throughout the three days with attractions such as the Business Briefing Stage playing host to big name interviews, inspiring panel sessions and the unveiling of the first-ever Star Product Awards winner. Show debutante, The Staff Canteen Live with its lineup of leading chefs and the competitive spotlight of Salon Culinaire, also provided irresistible draws for the culinary world.
Visitors and exhibitors alike were unanimous in their praise of the showâs âspecial atmosphereâ hailing it as âinspirationalâ, âthe best yetâ and âthe only place to source hospitalityâs newest products in 2015â.
Show highlights included Orderellaâs revolutionary smartphone app being crowned as the best new product in hospitality and Gram UK scooping the online Peopleâs Choice gong for its SUPERIORPLUS 72 refrigeration cabinet, both part of the showâs Star Product Awards Top Ten.
It was standing room-only for mercurial, Michelin-starred chefs Simon Rogan and Daniel Clifford, the former imparting his years of experience at the pass, while the latter provided an inspirational live cooking demo.
When they werenât addressing a packed Business Briefing Stage or HOSPACE Hub, the Hospitality Showâs band of over 35 business mentors, including celebrated chef and restaurateur, Andreas Antona, Head of Innovation for Coup de Pates, Neville Moon, entrepreneur Martin Williams and training guru, Marcus Kilvington, were helping show visitors address business challenges in free one-to-one mentoring sessions.
The PR team has been lucky enough to be involved with show organiser, Fresh Montgomery, for the past five years, expertly running the press office and providing PR strategy on six shows including Hospitality and its bigger sister, Hotelympia. From a Jellybean perspective, each show is planned like a military operation â many of our clients, including Coup de Pates, Hobart, Ferrero and Essential Cuisine, exhibit, meaning almost everyone on the office is involved at some point in the chain, from stand design to marketing material, content collation to on-site attendance, and beyond.
With kind words showered upon the show from exhibitors and visitors alike, weâre proud to be a part of yet another success.
Jellybean Creative is a leading foodservice marketing and communications agency. We help top brands with foodservice pr, foodservice marketing, digital and design. If you feel we could help you with your marcomms, strategy, public relations, creative or digital then drop us a line today.
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