Callebaut, the makers of the finest Belgian chocolate, set Jellybean the task to get chefs using more Callebaut chocolate, more often on menus.
We identified ‘Special Occasions’ as a key opportunity for Callebaut chocolate and created an integrated campaign to drive usage around ‘Making it Special’.
We kick-started the campaign with a focus on consumer and chef insight to build the foundation of our story and demonstrate the opportunity for chefs to increase revenue by making special occasions special with Callebaut chocolate. Looking at two angles – firstly, how important it is for consumers to feel special when dining out (with consumer research) and secondly, how Callebaut can deliver reliable results time and time again (with chef research). We then created an infographic using these compelling insight findings and worked with Callebaut’s development chef to create high quality demo videos – Ten Ways to Make It Special – to educate and inspire chefs.
The research results and recipe inspiration were launched to the trade press at an exclusive event at Westminster Kingsway. Key journalists were invited to take part in a workshop to create a selection of the recipes themselves in order to help them communicate to their readership, how easy it can be for chefs to offer special occasion desserts – and of course the commercial benefits in doing so.
As well as the initial press release, the campaign was supported with targeted feature submissions and Jellybean took over the management of Callebaut’s Twitter account. Its 6,100 followers followed the launch on Twitter, with the press engaging throughout the press event thereby amplifying the campaign further.
Still to come… The second phase of the campaign focuses on chef engagement via a competition to win a trip to discover Callebaut’s Belgian roots, including a factory tour, a hands-on workshop at Callebaut’s flagship Academy and a trend tour to see the latest innovations in the chocolate capital of the world.
Case studies will also be developed to show what highly respected chefs currently offer their customers around special occasions and the importance in doing so. Further press releases will also be distributed focusing on key seasonal events such as Easter and Mother’s Day, along with some special secret touches to help customers and journalists feel that bit more special.
The Campaign & Results
So far… In a three-month period, the first stage of the campaign generated an OTS of 1,291,376 including editorial coverage in The Caterer, British Baker, Stockpot and Casual Dining. The period around the launch saw a 465% increase in Twitter impressions and a 2,633% increase in engagements versus the same period the previous year. And most importantly, the campaign to date has delivered a positive sales uplift through distributors.