As a manufacturer of class-leading cooking and dishwashing equipment, Hobart prides itself on its extremely close links with end users – constantly listening and learning to help shape and evolve its offer. It is a staunch champion of the independent hospitality sector and works tirelessly in collaboration with its dealer partners to help them uncover and develop new business.
Put simply, building lasting relationships with key stakeholders is something the company holds in the very highest regard.
We wanted to highlight this ethos in a brand-new campaign but do so in a way that really cut through and was completely unique to anything that had gone before.
Quite separately to any single campaign, Jellybean had originally planned to film a PR case study at Oundle – a prestige independent school in Northamptonshire – offering a unique opportunity with 11 kitchen sites across its 14 boarding houses, each replete with Hobart cooking and warewashing equipment.
Oundle had signed off on the plan but had asked for one caveat; that their music department could write a score to accompany the piece.
This got us thinking…
When researching the school, we noticed they had an award-winning 70-piece student orchestra; what if we could somehow leverage this to create something truly memorable?
The originally planned case study was quickly turned on its head, with Jellybean’s creative team spotting a golden opportunity to do something completely different.
Juxtaposing the regimented organisation of the working kitchen – and its indispensable equipment – with the togetherness of an orchestra, the centrepiece to Hobart’s year-long ‘In Tune with You’ campaign was born. A unique piece that typified the core tenets that Hobart stands for.
The video heralded the launch of Hobart’s brand-new Twitter presence, and was used across PR, including a similarly musically themed “Turn it Up” promotion, offering end users the chance to upgrade to Hobart’s highest spec machines for free.
While the piece was loved by the client, its sales team, dealer network and the school’s heads, it was also held up by Hobart’s UK MD at a summit of global Hobart managers as a demonstration of the company’s innovative marketing efforts.
Proof that creative dexterity is at the heart of everything Jellybean does.