Long-standing client McCormick Flavour Solutions, owner of the infamous Frank’s RedHot Cayenne Pepper Sauce and French’s Classic Yellow Mustard tasked Jellybean to drive trade sales of their sauces amongst independent casual dining outlets.
The key objectives agreed were:
• To build brand awareness amongst target operators.
• To convert casual dining outlets to use sauces both front and back of house.
• To encourage operators to reorder stock from one of the recommended wholesalers.
A national field sales sampling campaign to drive sales and brand awareness, presenting operators with a free case of stock accompanied with a recipe booklet of how best to use the sauces both front and back of house.
Firstly, Jellybean had to identify operators McCormick envisage Frank’s RedHot Cayenne Pepper Sauce and French’s Classic Yellow Mustard to be stocked in, pinpointing smaller casual dining operators in London, Manchester, Leeds and Liverpool. Once the target operators were recognised, the routes were planned, and the team had been kitted up in the brightest yellow gear – we were ready to roll.
Jellybean decided to tackle each city over the course of three days, making surprise visits to 1,374 operators. Our team delivered the goods and asked the operators for consent of their details, key questions around the sauces they currently use and the wholesaler they typically purchase from.
After a very successful few weeks and many happy operators, the city blitz was complete. The telesales team could then focus on their follow up calls to the operators who gave consent to do so. Jellybean were able to provide McCormick with valuable qualitative and quantitative feedback on their sauces and whether the operators were interested in repeat orders. This valuable data was then passed on to McCormick’s sales teams.
WEEK 1: 360 visits, 206 accepted the samples (57% conversion)
WEEK 2: 536 visits, 403 accepted the samples (75% conversion)
WEEK 3: 478 visits, 334 accepted the samples (70% conversion)