Creative / Digital / Intergrated / Foodservice / PR
2020-2022 saw our award-winning You Don’t Know Philly campaign successfully begin the reinvigoration of this iconic brand in in the foodservice market, educating chefs on the taste, versatility and quality of Philly. 2023 came with a new challenge for us at jellybean: how could we evolve and develop the brand’s status and relevance in foodservice and use our increased brand awareness as a launchpad for further success?
Grounding our strategy in insight, outreach to chefs showed that they’re up against four key challenges: rising ingredient prices; lack of experienced staff; lack of time; and lack of inspiration. The results spoke for themselves – chefs needed help more than ever before.
We needed a new platform for the brand, one which showcased Philly as a friend in the kitchen and a passionate, benevolent brand that supports chefs. It also needed to offer practical inspiration, showing how the product can help them meet the unique challenges specific to their sector. We needed to continue to educate chefs and kitchens on the superior taste, quality and workability of Philly, but rather than challenging perceptions as the ‘You Don’t Know Philly’ campaign had done, we wanted to adopt a more altruistic angle to ultimately drive wider usage and sales.
The solution was to create The Philly Academy, a free-to-access online video resource packed full of tailored advice, hints, tips and genius hacks to help chef combat the increased pressure of kitchen life. With a donation to Hospitality Action to every sign up to the Academy, the message was clear: Philly is a true advocate of the hospitality industry.
In just the first two months, the Academy has had:
65+ sign ups
5,000+ video views
1,000+ link clicks to website
Achieved £25,000+ EAV in PR coverage
Clocked-up 1,000,000+ OTS