Long-standing client McCormick Flavour Solutions tasked Jellybean with re-launching Frank’s RedHot and French’s into UK foodservice. The super brands had recently been acquired by McCormick so work was needed to raise awareness and drive sales of the core ranges as both table-top and back-of-house solutions, particularly amongst casual dining/fast casual and leisure development chefs and decision makers.
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!
The initial activity has resulted in media and sponsorship opportunities to see of over 500,000 and a PR OTS of almost 420,000.
To date, there have been almost 50 free sample requests with many more expected over the coming weeks as activity ramps up.
Jellybean has also received incredible feedback from the client – the photography has been labelled “outstanding” and the microsite is “By far one of the best sites we’ve ever done.”
To be continued…