Our long-term client McCormick Flavour Solutions UK launched an exciting new product in late 2015 – Schwartz Chip Seasoning – and, as their foodservice marketing agency, we were briefed to promote this great new product and help drive sales with caterers.
Jellybean’s campaign strategy is always based on strong insight and in depth market understanding and this launch was no different. We commissioned online consumer research and carried out industry desk research which collectively provided a solid insight foundation for our strong, single minded campaign message – ‘Cash in your Chips’. Then our in-house design team developed a creative concept to really bring the campaign to life. By using high quality, original food photography, blended with contemporary typography and design, the campaign delivers real appetite appeal as well as the all important commercial message for the catering operator.
Having set the core creative concept we activated the campaign via multiple touchpoints to maximise impact, these included: a dedicated campaign microsite with embedded sell-in video and sampling, a large-scale sampling campaign to key buyers within casual dining, social media support, wholesaler POS and email and advertising out to the trade.
The Campaign & Results
The results of the campaign have been overwhelming. In its first two months it achieved the highest levels of sales for a new product that the foodservice brand has ever seen, several new wholesaler listings and over 600 sample requests (and counting) through the website! Results we are rightly very proud of!