Frank’s & French’s – City Blitz

Integrated

The Task

A national field sales sampling campaign targeted to drive sales and brand awareness in London, Manchester, Leeds and Liverpool. Focused on smaller casual dining operators offering them a free trial for both front and back of house.

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.

Frank's and French's

The Solution

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.

The Results

Up to a 70% conversion rate of visit to active trial.

“The city blitz was a great success and this was a great new way of getting our brands in front of our target consumer - jellybean were instrumental in the recommendation of the activity and execution.”
Marketing Controller EMEA

Jellybean Creative Solutions

jellybean is an award-winning independent food and drink integrated marketing agency, specialising in foodservice, convenience retail, trade FMCG and consumer. Offering a one-stop-shop, from consultancy to activation across design, marketing, PR, social and digital communications.

Contact Details…
  • Jellybean Creative Solutions,
    15-17 The Crescent,
    Leatherhead,
    Surrey
    KT22 8DY
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