The Solution

With a complete communication strategy needed, Jellybean first identified the USPs and key messages that made these brands stand out amongst competitors and worked this into an overarching campaign strapline with the irreverent tone people had come to expect – Give Them America’s No.1 Hot Sauce & Mustard.

With millennials driving Americana-style dining, Jellybean sought consumer insight from this target group to form strong, newsworthy messaging on the basis of statistics that operators simply couldn’t ignore.

Using this insight, as well as USPs, competitor analysis, market trends and menu recommendations, Jellybean ensured McCormick was armed with strong sales presentations to share with prospective customers.

From a PR perspective, the insight was used to drive home the importance of using branded sauces on menus while testimonials were gathered from high profile users to highlight why they choose to use Frank’s RedHot and French’s.

Recipe development and photography was developed for use across all communication elements including advertising, PR, social media, sales support, event materials etc and a microsite was launched to host all product information, key messages, recipes, brand history and a sample request form to drive leads through.

Event sponsorship was also used to facilitate sampling amongst key target groups, demonstrating the versatility of the products.

This however, is just the beginning and there is much more in the pipeline including direct mailers, online activity targeting national accounts and case studies so watch this space!