PR / Creative / Social
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.
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.
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