Flavour experts McCormick set Jellybean the task to launch Old Bay, a cult American seasoning, into the UK foodservice market.
Jellybean harnessed Old Bay’s cult status in the US to trigger interest in the UK by creating an integrated campaign highlighting the power and popularity of the brand in both the consumer and foodservice markets over the pond.
The ‘Now in the UK, America’s Old Bay!’ launch campaign clearly demonstrated the popularity and versatility of this iconic seasoning brand and highlighted its potential to inspire new and creative on trend menu application in foodservice over here.
The Campaign and Results
The integrated and comprehensive campaign hinged on getting product trial and usage by caterers to tap in to the huge Americana trend sweeping the market. Large scale proactive and reactive sampling was achieved via a custom built microsite, www.oldbay.co.uk, and communicated to the market through highly targeted trade press adverts, emails and PR.
Support material showcased Old Bay’s versatility and application potential. Bespoke recipes were developed and brought to life with high quality photography and chef’s provided testimonials and tips on how they like to use the seasoning.
Recognising the importance of gaining distribution and creating market demand in any launch program we provided a compelling sell-in presentation for the sales team to gain listings with wholesaler contacts and national accounts. This material gave all the key information required for each task in a succinct and attractive format.
In the 9 months that followed the initial product launch, our campaign generated an OTS of 1,217,159 including a TV appearance on Sunday Brunch and editorial content in The Caterer, Hospitality Ireland and Bidfood. Proactive sampling resulted in over 2,900 caterers trialling Old Bay and e-shots were sent to over 55,000 foodservice contacts.