Maldon’s Extraordinary Christmas Case Study

Maldon’s Extraordinary Christmas

PR / Creative / Social

The task

With Christmas 2020 shaping up to be very different for operators and consumers alike, we were tasked by the world’s greatest salt brand, Maldon, to run a dual campaign – one that would resonate with both a trade and consumer audience – to help unite people through moments of festive food and drink, wherever they were and whoever they were spending the time with.

The brief was to use PR to drive awareness of Maldon Salt and build understanding of how to use it as a seasoning to elevate all manner of festive recipes, recruiting new users, while nurturing seasoned home and professional chefs that know and love the brand but still seek usage inspiration.

Maldon’s Extraordinary Christmas Case Study

The Solution

Because of Maldon’s dual chef and consumer focus, Jellybean mobilised its foodservice and consumer PR arms to great effect, uniting the teams under the campaign banner of ‘Maldon’s Extraordinary Christmas’. With our expertise in the power of video and social influencers, we recruited 10 influential professional chefs – some serious up and coming cooking talents with already strong social followings – to create a series of authentic hints, tips or hacks for using Maldon to elevate festive dishes and drinks.

Chefs including Adam Byatt, Jay Morjaria, DJ BBQ, Simon Taylor, Elliot Cunningham, Lorna Maseko as well as mixologists Camille Vidal and Rich Woods, offered up bespoke video posts, curated by jellybean, to go out on Maldon’s Instagram platform throughout December in the lead up to Christmas.

VIEW THE INSTAGRAM TEASER

View the Instagram Teaser

The Results

Deliver blanket recipe coverage in coveted Christmas editions of Vegan Food and Living, Woman’s Own, Country Living, Good Homes, Love Food, Luxury Lifestyle and many more. 22 pieces of coverage in leading consumer titles – print and digital
17m opportunities to see
40,079 monthly views on Instagram

“We love working with Jellybean and really value their creativity, expertise and ability to get things done. The PR figures speak for themselves, while the video collateral was inspiring, engaging and brilliantly curated - both of these combined to strike the right note at a difficult time for both consumers and chefs while making for a really compelling festive campaign.”