Blog Archives

Mutti Immersive Dining
“Leave a legacy”

The Task

To launch the ‘Make It Mutti’ campaign in an extraordinary and unique way. Showcasing the brand values, heritage and lifecycle of the tomato in an immersive and engaging format, encouraging social sharing.

The Solution

We created a 360 immersive dining experience to take guests on a culinary journey through the life cycle of the tomato, held at the prestigious Saatchi Gallery. The event combined incredible food, technology, and multi-sensory storytelling in a celebration of the tomato and Mutti’s heritage and values.

Upon arrival, guests were transported straight to the sun-drenched fields of Parma, Italy—Mutti’s home and the heart of tomato cultivation. Hosted by Mutti’s brand ambassador and legendary Italian chef, Gennaro Contaldo, the opening night was an unforgettable fusion of tradition and innovation. The evening’s attendees, including loyal brand fans, media, influencers, and buyers, were treated to an exclusive experience.

To increase awareness and give Mutti fans the chance to be a part of the unique event, we partnered with Delicious and Olive magazine giving followers the chance to win tickets to nights two and three of the exclusive dining experience, alongside a Mutti social competition.

At the heart of the experience was an immersive 3-course menu that used projection mapping and interactive visuals to tell the tomato’s journey from soil to harvest. Guests enjoyed a tomato and goat’s cheese millefeuille, tortelloni with tomato and mascarpone, and a tomato-shaped panna cotta under a chocolate dome, each reflecting stages of the tomato’s life cycle. Unique dishes and visual storytelling encouraged engagement and social sharing throughout the evening.

The event beautifully combined storytelling and gastronomy. With every dish and visual display, guests were immersed in the premium taste of Mutti and values that drive the brand: quality, respect for the land and people, and a commitment to sustainable farming practices.

Results

The dining experience resulted in amazing positive feedback from media, influencers, buyers, Mutti staff and consumers. Attendees were captivated by the storytelling, inspired by the brand’s journey, and delighted by the exquisite dishes.

The event received impressive coverage across social media, with attendees having a combined reach of 3.5M. Resulting in 70 posts and over 2,000 engagements.

I always say when you embark on a role, project or whatever it may be ‘leave a legacy’, ‘Or leaving it in a better place than when you found it’. You have all contributed to all our own legacies with this project. Jellybean have been with Mutti for 4 years and every year just gets bigger, better, and stronger. I truly see Jellybean as an integral part of the Mutti UK marketing team. A huge thank you for ‘Making it Mutti’
Mutti - Managing Director UK

Maldon Salt 50 power list
“Strengthening our reputation”

the task

We were tasked with creating an engaging HORECA-focused campaign that would highlight thought leadership, showcase Maldon Salt’s quality, and position the brand as a trusted partner to the hospitality industry.

the solution

Celebrating the most influential Maldon Salt users in the UK hospitality industry, we created the first of an annual power list: The Maldon Salt 50.

We leveraged Maldon Salt’s incontestable network of chefs to honour current advocates and inspire new users to expand it even further. The campaign brought together the best of the best to show that people who care about food choose Maldon Salt.

We created a power list of the top 50 Maldon Salt users in the UK, broken into 5 core categories – The Innovators, The Next Generation, The Educators, The Establishments, and The Influencers. We designed a beautiful magazine featuring engaging profiles of each candidate, which was distributed with the last ever hardcopy version of iconic industry magazine The Caterer.

Each of The Maldon Salt 50 candidates received a beautifully curated gift box including NPD samples, a bottle of bubbly (from Maldon’s neighbours Tuffon Hall), an exclusive pin badge, and their very own copy of The Maldon Salt 50 magazine. The list was then launched through a coordinated press release and social media campaign.

This generated a wide range of social media content, not only from Maldon Salt’s own Instagram page and our own socials, but also through user-generated content from the nominated chefs.

“Partnering with jellybean to bring The Maldon Salt 50 to life has been an incredible journey. Their creative vision and expertise were key in highlighting Maldon Salt's quality and strengthening our reputation within the hospitality industry. The engagement and positive feedback from our network have been outstanding, and we couldn't have achieved this without jellybean. We look forward to continuing this successful collaboration and seeing the impact of The Maldon Salt 50 in the future.”
Marketing Executive
Maldon Salt
the results

The campaign was a resounding success, achieving significant engagement and brand exposure. Over half of The Maldon Salt 50 created organic content to share on their own – and very influential – social media channels. The campaign reinforced just how loyal Maldon Salt’s network of users are and their influence in the hospitality industry.

  • 224,000 opportunities to see via PR
  • 106,000 website visits
  • 4,185,000 opportunities to see on socials

Some feedback from The Maldon Salt 50:

“Thank you, it’s a real honour to be amongst these names” Adam Byatt

“So honoured to be featured in the Maldon Salt power list! In amazing company in my category.” Helen Graham

“Maldon Salt is a staple ingredient for me both at home and in professional kitchens so to be included means a lot to me!” Michelle Truselle

“I’ve made the Maldon Salt 50! A list of the most influential Maldon users and I am in excellent company! Thank you team, it is such a honour.” Sophie Wyburd

“Thank you Maldon Salt for including me in this inspirational list” Tom Phillips

“Thrilled to be included and a big thank you to Maldon Salt and some of the greats!” Cyrus Todiwala

Schwartz Cost In Use
“Showcasing the value of Schwartz”

The task

It’s not new news that foodservice operators are struggling with balancing rising costs with making profit, with many operators choosing to make swaps to cheaper ingredients. Leading Herbs, Spices and Seasonings brand Schwartz understand these industry challenges and wanted to help operators see the value, as well as the quality that Schwartz brings to the table.

Jellybean was tasked with coming up with a solution to this problem for the Schwartz brand, to revitalise its messaging to address this market issue.

The Solution

We conducted research with a certified chef panel to get ‘under the bonnet’ insights around the problems that chefs are facing in their daily jobs, and built a communications campaign to showcase the value of Schwartz in real life dishes through simple cost-in-use evidence.

We know that Schwartz is a well-regarded consumer brand known for its expert seasoning and that consumers are willing to pay extra for tasty meals which use Schwartz seasonings. Therefore, alongside our cost-in-use insights, we conducted consumer research to understand how much more consumers are willing to pay for dishes using Schwartz, vs their un-seasoned equivalent, enabling us to share simple upsell opportunities for operators whilst providing added menu inspiration.

The Results

These compelling insights and chef anecdotes have been used in all Schwartz foodservice messaging, providing support to the sales teams and helping to win new listings with wholesalers and operators. It really has helped chefs to understand the value of sticking with the premium Schwartz brand. We will continue to use this messaging in ongoing comms moving forward, pushing Schwartz as the seasoning brand of choice to chefs and operators.

Jellybean were fantastic in coming up with an idea to address the challenges that we were facing with Schwartz, and generated some really great statistics through their research that have proved invaluable in supporting our sales team with the Schwartz brand.
UK Foodservice Brand Manager
McCormick Flavour Solutions

Mutti Shopper Campaign
“tremendous excitement and engagement ”

The Task

Deliver a standout shopper marketing initiative to engage supermarket shoppers, bring excitement to the tomato category, and increase sales across the Mutti range.

Mutti Shopper Case Study
Mutti Shopper Case Study
Mutti Shopper Case Study
Mutti Shopper Case Study
Mutti Shopper Case Study
The Solution

We conceived and executed a 12-week instant win prize draw across major retailers, including Morrisons, Waitrose, Ocado, Sainsbury’s, and Asda, leveraging tailored shopper media. The campaign, titled “Win a Food Adventure in Parma,” featured a grand prize of the Golden Tomato Experience in Italy, along with 100 Mutti Hampers and thousands of Mutti Product Coupons.

The initiative utilised effective shopper marketing media touchpoints along the purchase path, incorporating aisle fins, shelf barkers, peelable recipe barkers, hanging flags, adverts in customer magazines, side stacks, and display units. The impactful design conceived by jellybean was customised for various shopper media touchpoints, prominently featuring the website address and QR code for web entry with receipt upload, encouraging sales and repeat purchases of qualifying products across the entire Mutti range.

Shoppers were able to find out instantly on screen if they had won a free hamper or product coupon. The grand prize winner was drawn at random from all valid entries received during the promotional period and received an incredible 5-night stay in Parma, including travel and hire car, along with a food tour of Parma and an exclusive cooking class with Mutti Head Chef Carlo Cassoni.

The Results
  • Visible uplift in sales during the promo period across all retailers.
  • Huge increase in competition entries, up 454% vs. the previous year.
  • Extremely high coupon redemption rate at 13.4% vs. the industry average of 0.25-2.5%.
  • Mutti has become the No. 2 brand in the category, now valued at an impressive £21 million.
  • Mutti has contributed the most significant value addition to the category, a whopping £6.3 million.
This shopper campaign with jellybean has significantly elevated our in-store awareness and impact, generating tremendous excitement and engagement within the category. It has also directly contributed to incremental sales growth across all our customers, which has in turn enabled us to become the no.2 brand in the category delivering an impressive additional category value contribution of £6.3 million in the last year.
Mutti

Mutti Asda Head Office Experiential Sampling
“the Asda team were very happy”

The Task

Nurture and strengthen Mutti’s relationship with Asda through a head office experiential sampling activation.

Mutti Asda Head Office Experiential Sampling
Mutti Asda Head Office Experiential Sampling
Mutti Asda Head Office Experiential Sampling
Mutti Asda Head Office Experiential Sampling
The Solution

We utilised our beautiful Mutti display (built for Pub in the Park and repurposed) to create a stand-out destination inside the Asda atrium space at their head office. The key goal for the day was to hand out full samples of a core product, Mutti Polpa chopped tomatoes.

Delicious taster canapés were also created for the event and handed out to staff members, encouraging them to try the range of Mutti products and experience the great taste. Employees were also educated on the different properties of the products, including flavour profile, texture and the variety of cooking styles they are suitable for.

We also added an element of gamification with a fun ‘fairground style’ game which drove people to the stand on their lunch break. The Asda teams are certainly a competitive bunch with a high level  of excitement and engagement throughout the day. Participants had to throw squishy tomatoes at targets in order to win – a score of 3 out of 5 won a tube of Mutti double concentrate or a tea towel and anyone scoring 5 out of 5 won a huge Mutti hamper!

The Results so far…
  • The event was a great success with positive feedback from both Asda employees and the category planning team.
  • Over 800 cans of Polpa were given out to employees.
  • Hundreds of staff took part in the Mutti game with over 265 winners – taking home prizes including 5 lucky hamper winners!
  • Over 400 samples were tasted during the 3-hour event.
Thank you for all your help organising a great event. It went extremely well and the Asda team were very happy.
Mutti brand manager

Camp Coffee Baking Masterclass
“a wonderful event”

The Task

Increase awareness of Camp Coffee and its versatility in drinks, cakes, and bakes amongst a younger demographic.

Camp Coffee
Camp Coffee Baking Masterclass
Camp Coffee Baking Masterclass
The Solution

Building on our existing influencer ambassadorship with baker extraordinaire Juliet Sear, we devised and executed an experiential baking masterclass which we invited competition winners, consumer & trade media and influencers along to. Guests were treated to an incredible evening at the Big Bake Tent in London which we took over for the evening, complete with bespoke branded touches throughout. This wonderfully personalised experience included Camp Coffee cocktails, a hands-on baking demonstration with Juliet, goody bags full of amazing merch, and of course a Camp Coffee cake creation to take home along with some fantastic memories.

The Results so far…
  • Scores of social media posts from influencers and media
  • Social engagement running into millions
  • Increased understanding and appreciation of Camp Coffee from guests
  • Excellent feedback from guests, Juliet, and client
A wonderful event. Juliet was amazing and all the guests had lots of fun whilst learning so much about Camp Coffee. Well done.
PR Manager

Worldie Sandwich Competition
“it’s been a pleasure”

The Task

Encourage the connection and boost the use of Cooks&Co ingredients in sandwiches.

Worldie Sandwich Competition
Worldie Sandwich Competition
The Solution

We conceived, crafted, and successfully activated the Cooks&Co Worldie Sandwich Competition.

This was a brand-first consumer competition which invited people to create a world-class sandwich featuring Cooks&Co ingredients with the chance to be crowned the Worldie Sandwich Competition winner. Including influencer judge partnerships with a high impact social content series to engage and inspire entries and experimentation.

Consumers entered their sandwiches via social media and following an online public vote our three finalists were invited to a live final where they recreated their sandwiches for our esteemed judges including chef Jo Pratt, influencer Ollie Eats and the chief taster from Cooks&Co.

The Results
  • Scores of entries from consumers
  • Hundreds of public votes cast
  • Millions of social engagements
  • Press coverage
  • One crowned winner @sensationalsandwiches
It was great fun and it’s been a pleasure working with you over the last couple of months.
Ollie Eats

Burger & Sauce – PR Stunt Goes Viral
“I am incredibly impressed by what the jellybean team achieved”

The Task

To generate excitement and buzz around Burger & Sauce (a successful chain of burger restaurants in the Midlands) at Valentine’s.

Burger & Sauce - PR Stunt Goes Viral
Burger & Sauce - PR Stunt Goes Viral
Burger & Sauce - PR Stunt Goes Viral
Burger & Sauce - PR Stunt Goes Viral
The Solution

We decided to craft a PR and social media stunt that would ignite virality and conversation. Drawing inspiration from the love of celebrity with our target audience, we gravitated towards pop sensation Ed Sheeran, renowned for his love songs and his fondness for burgers and hot sauces. Although securing the real Ed Sheeran was out of budget reach and the small fact he was touring in Thailand at the time, we devised a campaign centred around a professional Ed Sheeran lookalike. Ty, hailing from Manchester, had recently made headlines for his uncanny resemblance to the singer, even claiming to have been temporarily banned from TikTok due to his likeness.

We orchestrated for him to visit the flagship store at the Birmingham Bull Ring shopping centre and indulge in a special Valentine’s meal with a ‘fan’, within a VIP area specially created in full view of passers-by in the window of the restaurant. As carefully choreographed paparazzi awaited and Ty made his way to the store, excitement and interest erupted among the crowds of shoppers. Fans eagerly snapped selfies and TikToks, and later, we invited Ty to serve customers, further amplifying the spectacle and creating queues out the door!

Attention on social media was instantaneous as word quickly spread, igniting debates over Ty’s authenticity as the real Ed Sheeran. A captivating video capturing the event was seeded across TikTok and Instagram, as well as sent to media, press offices and influencers fuelling the buzz further. At the same time, we launched a Valentine’s sales promotion across all stores featuring a discounted meal for two, accompanied by a competition offering customers the chance to win a romantic meal for two in-store, complete with a specially curated VIP experience and gifts.

The Results so far…

As a result of our viral-worthy video, the PR stunt took off across social media channels reaching over 300,000 views in just 48 hours. Hundreds of people showed up at the store leading to even more awareness and excitement during the event and around the Valentine’s instore promotion and competition. The video was then picked up and reposted by local media @bhamupdates and @bullring resulting in even more comments and shares, debating whether or not the real Ed Sheeran was at the store! Our client fell in love with campaign.

I couldn’t believe it! There were so many people here and so much excitement around the store. I am incredibly impressed by what the jellybean team achieved. A great success.
Store Manager

Waste Less, Save More…
“we’re delighted with the results”

The Task

Reducing kitchen waste and saving money are two major challenges every foodservice business is trying to tackle. With the impending food waste legislation and cost of living crisis, chefs and operators are seeking ways to reduce waste and save money, more so than ever before. jellybean were tasked to launch a campaign that demonstrates exactly how Wrapmaster can help chefs waste less and save more by using or switching to Wrapmaster foodservice dispensers.

Waste Less Save More
The Solution

The ‘Waste Less Save More’ campaign was developed to highlight how small changes back of house can help in the long run, making it a win-win for the environment and foodservice operators. We knew that emphasising the cost-effectiveness and waste reduction benefits of Wrapmaster® dispensers compared to cardboard cutter boxes and loose rolls was key. This would reinforce the value behind Wrapmaster®’s premium pricing. Our approach was simple: position Wrapmaster® as an indispensable tool in the professional kitchen whilst educating chefs on the Food Waste Legislation 2030 deadline and build awareness around how Wrapmaster® can help businesses take that first positive step in their sustainability journey and save money.

Working collaboratively across all departments, we executed a multifaceted integrated campaign that encompassed a range of marketing channels and strategic approaches, whilst ensuring the campaign remained informative and factual as part of Wrapmaster®’s position as a market leader in the industry. The campaign was accompanied by a full suite of high impact, on-brand assets which focused on the fundamental waste & cost savings benefits of Wrapmaster® and utilised the brand’s close partnerships with wholesaler distributors as well as reaching end users directly.

The Results so far…

The campaign has struck a chord with chefs, in the first 6 months we garnered over 1.5 million impressions, driving more than 450 click-throughs to the website for further information, trial and purchase. And this is only the start as the campaign will continue throughout 2024 and beyond – watch this space for further updates.

The waste less, save more campaign helped us to effectively drive awareness of the benefits of Wrapmaster® with sustainably minded and cost-conscious chefs and businesses. We’re delighted with the results, as well as the interest and engagement it generated with wholesale customers and end user operators
Channel Marketing Manager, Cofresco Foodservice

Eataly Influencer Event Case Study…
“my favourite event in a long time”

The Task

To engage with key influencers and media to drive trial and education around the Mutti Essentials range and reach new foodie audiences.

The Solution

Inviting a variety of key foodie and chef influencers that were familiar with Mutti to an exclusive pasta pairing masterclass at Eataly, with Mutti head chef – Carlo Casoni and Mutti ambassador – Gabi Margiotta, to be fully immersed into the brand. The attendees consisted of influencers who we had previously worked with or had used Mutti products in recipe content and aligned with the brand values. Also inviting key media to attend to reach wider foodie audiences.

The evening began with a cocktail masterclass with the Eataly team, showcasing an Italicus spritz. This was a unique Italian drink that attendees hadn’t tried before and were keen to have a go themselves. A great way to ‘break the ice’ and for them to get to know each other.

Using the 4 Mutti Essentials: Polpa, Peeled tomatoes, Passata and Double Concentrate – Chefs Carlo and Gabi demonstrated 4 different pasta recipes. Showing how different types of sauces can be paired with different shapes of pasta. The attendees were put into teams of two and had hands on experience with the products, cooking the dishes together. This was a great educational and interactive masterclass, being able to show the properties of each Mutti Essential in the different sauces and what cook times are suitable.

The attendees were gifted a goody bag with the Mutti Essentials range, recipe cards and some Eataly goodies. This encouraged them to try out the products at home with their favourite recipes or replicate the pasta dishes from the masterclass.

A fabulous fun evening full of delicious food and immersive into the Mutti brand and products.

The Results so far…

The Mutti Essentials masterclass was a great success with 14 key foodie influencers and media attending, and an incredible reach of 1.3 million from coverage of the event. 73 pieces of unique organic posts and stories were posted from the event.

Coverage from the evening on the Mutti Instagram received 12.7k views and 516 engagements.

Positive sentiment and feedback from all attendees who were extremely appreciative to attend the event with Carlo and Gabi, and expressed how much they love Mutti products!

The masterclass did such a brilliant job in educating us on the brand heritage and importance of cooking with this delicious ingredient. Bravo to the team for executing such a brilliant event!
@Brandnewdaycreative
It was honestly my favourite event in a long time and I left feeling even more in love with Mutti than I was before!
@Xantheross

New from Maldon Salt…
“the activations they came up with were fantastic”

The Task

We were tasked with supporting Maldon Salt with the launch of its new products: the Merchant’s Range of Himalayan Pink and Kalahari Desert; and their expanding Flavoured Range to include Garlic Sea Salt and Chilli Sea Salt. Our strategy included a streamlined approach which capitalised on opportunities presented by its partnership with industry organisation Countertalk.

Maldon Salt Merchant’s Range Masterclass
Maldon Salt Merchant’s Range Masterclass
Maldon Salt Merchant’s Range Masterclass
Maldon Salt Merchant’s Range Masterclass
The Solution

Using our extensive chef network, we engaged Michelin star chef Lisa Goodwin-Allen – known not only for her amazing food, but also for mentoring young chefs – to host a Maldon Salt Masterclass showcasing the new Merchant’s Range.

One of the first brands to host an event at Fortnum & Mason’s stunning new Food & Drink Studio, Maldon invited six aspiring young chefs from Countertalk’s network to come along, as well as a select group of influencers and media. The intimate audience enjoyed an evening of great food seasoned to perfection and benefited from Lisa’s vast knowledge and expertise. The evening was also broadcast to Maldon’s 75k Instagram followers thanks to a livestream, so those at home could follow along.

Two months later, Lisa and our six young chefs were reacquainted, this time in the kitchens of Wild by Tart to cook a three-course menu using Maldon Salt’s Flavoured Range for an exclusive supper club. Attendees again included key media and some of the UK’s leading influencers, all of whom were able to sample three incredible dishes made with Maldon Salt’s latest flavoured products, with Maldon followers also able to enjoy live updates on socials.

The Results so far…

These two key activations ensured that each new range had its own moment in the spotlight. Whilst doing so in collaboration with Countertalk helped connect these two standout launches, as the young chefs went from watching and learning from Lisa, to cooking with her in the kitchen. Both evenings allowed Maldon Salt products to shine through as best-in-class for a range of uses in both professional and home kitchens. What’s more, these events not only engaged those in attendance but a far wider audience both through traditional and social media amplification. We achieved:

  • Top Michelin-starred chef Lisa Goodwin-Allen as campaign figurehead
  • Masterclass live-stream made available to 75k Instagram followers
  • Key media attendance across trade and retail press
  • Top UK influencers in attendance with millions of combined followers
The masterclass was brilliant (learnt so much!) it was super and we had a fab time
The Caterer
The jellybean team really understood how important these new additions to the Maldon Salt family are. The activations they came up with were fantastic – they really made the most of our partnership with Countertalk and made sure our new salts got the exposure they deserved.
Senior Brand Manager, Maldon Salt
It’s been great working with jellybean on a campaign for Maldon (the best salt out there!) that was also centred around young chefs and developing their skills – something which really aligns with my own values in the kitchen. The masterclass and supper club were both great fun to do, massively helped along by the fantastic organisation of jellybean and the Countertalk team.
Lisa Goodwin-Allen

FareShare Summer Appeal Campaign
“a fantastic team”

The Task

FareShare came to jellybean to help with their 2023 summer campaign. Our mission was to drive crucial donations of breakfast, lunch and snack products from food and drink brands, in order to help meet the spiralling demand over the summer months.

Fareshare Summer Campaign
Fareshare Summer Campaign
Fareshare Summer Campaign
The Solution

We tapped into FareShare’s wealth of insights and used these to craft a hard-hitting on-brand summer appeal campaign to prompt food and drink brand decision-makers question if they were doing their ‘fair share’ to help those in need. As enquiries would be directed to the FareShare website campaign landing page and form, our strategy focused on an integrated digital and social campaign to target food and drink brand decision-makers with PR covered by FareShare’s in-house team.

The campaign employed AB testing across highly targeted trade media digital platforms, paid social and Google PPC, to reach decision makers across a range of touchpoints from email, web, social and search. In addition, the jellybean team approached relevant clients to see if they would be able to support the appeal.

The Results so far…

The campaign drove:

  • Over 1.5 million impressions
  • Nearly 10k clicks
  • 39 enquiries
  • Over 36 tonnes of food donated
  • Equating to 86,668 meals to those who need it most!
The fantastic team at jellybean worked at breakneck speed to turn around our time-sensitive summer appeal campaign. They brought highly valued B2B expertise and experience to the party, married with strong creative to deliver a highly-targeted and effective campaign. Whilst through in-depth reporting and analysis we have not only driven a successful campaign but also harvested valuable learning which we can use to inform future B2B campaigns.
Head of Marketing, Communications & Public Affairs, FareShare

The Philly Academy
“an exciting new step for Philly”

The Task

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?

The Philly Academy
The Philly Academy
The Philly Academy
The Solution

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.

The Results so far…

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

The Philly Academy is an exciting new step for Philly in the AFH market. The jellybean team really understood our ambition and the brand’s potential and we can’t wait to see how the campaign continues to evolve.
Brand Manager, Mondelēz

Mutti – Pub in the Park
“it was fantastic”

The Task

We were tasked with creating brand awareness and trial of the Mutti Essentials range with target foodie consumers.

Mutti - Pub in the Park
Mutti - Pub in the Park
Mutti - Pub in the Park
Mutti - Pub in the Park
The Solution

Through consumer research we identified Pub in the Park, Chiswick as the perfect event, to not only create brand awareness, but also to drive all-important trial with our target audience. In a first for the brand in the UK, we delivered a unique brand experience at this high-profile foodie festival.

The activity included:

Branded stand to sample the Mutti Essentials products to as many festival goers as possible and drive brand engagement via interactive elements.

Cooking classes formed the core activity on stand, hosted by Head Chef Carlo; an interactive opportunity for attendees to engage with the brand and try cooking with the Mutti Essentials: Polpa, Peeled Tomatoes, Double Concentrate and Passata. This took place around the wooden worktop and lasted for approximately 30 minutes a class, each class would create two dishes which featured one of the Mutti essential products as the star ingredient. Participants were gifted with a Mutti branded apron once they completed the class to encourage brand loyalty. Prior to the day classes were promoted via paid and organic social media posts on Mutti’s Instagram page and also on the Pub in the Park’s website, newsletter and social channels, with consumers able to prebook their slot online.

Taster samples using each of the Mutti Essentials range were handed out to festival goers, encouraging them to try the different products. Consumers were also educated of the different properties of the Essentials products, including flavour profile, texture and the variety of cooking styles they are suitable for. The people who sampled the products were then also encouraged to take part in the cooking classes/game.

A ‘fair style’ game drove people to the stand to take part in this fun interactive element. The game consisted of participants throwing squishy tomatoes at the product holes, the aim being to get for 3 (out of 5) squishy tomatoes through the holes to win. With a variety of prizes up for grabs including exclusive Mutti merchandise as well as the Essentials Double Concentrate (puree), festival goers were soon crowding round.

The Results so far…

The whole campaign was a great success, with positive engagement and fantastic feedback all-round.

Influencer Coverage – total reach – 19.6k

Standout coverage featured on the PUB In the Park Channels with a social media reach totalling 151k, as well as a featured page on their website and coverage featured in their newsletter to their 13k database.

Samples over the weekend – 3,500 (1,000 more than anticipated!)

Prizes awarded – 410

Masterclass attendees – 68/66 (due to popular demand some attendees even tag-teamed with friends to share one class)

It was fantastic! So great to see it all finally come together and come together so well - lovely to hear such positive feedback from the team as well as the people visiting the stand and just love that we managed to have full classes!
Thanks to you and the team, for all the hard work over the months and the weekend – it was absolutely worth it!
Mutti Brand Manager
A great venue to showcase Mutti! I really enjoyed teaching the classes and presenting our brand. The people were really interested and loved the products!
Mutti Head Chef

Kluman & Balter Centenary Event
“a huge success”

The Task

Alongside their integrated brand refresh, this September, we were tasked to mark Kluman & Balter’s 100 years of supplying high-quality bakery ingredients to bakery, foodservice and retail businesses with an internal event to remember. With the goal to not only celebrate this great achievement, but crucially to thank those who have made it possible – the Kluman & Balter team.

Kluman & Balter 100th
Kluman & Balter 100th
Kluman & Balter 100th
Kluman & Balter 100th
The Solution

jellybean organised all elements of the evening event which included:

  • The venue
  • Catering
  • Décor
  • Music
  • Entertainment
  • Photography
  • The cake
  • Transport

After extensive research to find a suitable venue, we secured the iconic Gothic manor Knebworth House, with the party set to take place in the Cobbold and Lytton barns on its impressive 250-acre estate.

Guests were ferried to the venue via a private coach and greeted with a glass of bubbles as they arrived at the imposing location. To showcase the brand refresh, the barns were adorned in Kluman & Balter’s centenary colours; a gold sequin wall made a real impact, along with a statement light bulb ‘100’ and colour matched balloons.

During the evening guests were treated to a delicious dinner. The star of the show however was a specially commissioned vanilla and raspberry centenary birthday cake from one of Kluman & Balter’s very own customers.

With a ceremonious cake cutting, speech, awards, music and even a casino set-up with K&B currency, the Kluman & Balter team celebrated this momentous occasion in style. It was a night to remember, and one which Kluman & Balter can look back on, thanks to the professional shots taken on the night, which truly captured the company’s all-important team spirit, that has been so key to their 100-year success.

The Results so far…

Along with a host of on the night praise and subsequent positive feedback, the party was a huge success on socials. Social posts surrounding the event generated over 3,600 impressions and an engagement rate of 34%, showcasing Kluman & Balter’s fabulous team spirit as well as helping to boost their profile in the industry.

I just wanted to say on behalf of us all at Kluman & Balter a big thank you for your input into the 100-year celebration. It was a huge success with great feedback from all who attended. The room looked fantastic, and the casino and buffet were all really well received, well done to you and the Jellybean team involved!!!!
Managing Director of Kluman & Balter
You did a great job organising the night which made my job easier, so thank you.
Danny Loo, Event Photographer

Hobart Reusables
“an impactful and eye-catching campaign”

The Task

With the change in government legislation banning single-use plastics looming, Hobart came to jellybean to help communicate their full range of innovative reusable washing and drying solutions to the UK market, with a particular focus on stadiums, care, and schools.

With a campaign identity already established for mainland Europe, jellybean was tasked with a rework to tailor the campaign to the UK market.

The Solution

We delivered a full creative and content refresh for the UK foodservice market, whilst maintaining a clear link to the existing European creative assets to ensure global consistency.

This allowed us to produce a full suite of campaign assets to push the campaign out across multiple channels, including web, PR, social and trade media.

The suite comprised of fully branded social assets for LinkedIn and Instagram, print and digital trade media assets for key sector titles, bespoke e-marketing content sent to tailored contact lists through foodservice database Caterlyst, and a double-sided campaign PDF to support Hobart’s sales team and dealer network. We also provided Hobart with web banners and imagery for their website, an email footer and an A3 poster for exhibitions.

In addition to the above, Hobart hosted an innovation day at their Peterborough HQ which included a demonstration of a selection of equipment in their Reusables range to key journalists. To support this, jellybean created a large format bespoke branded wall graphic to sit in their innovation centre and highlight the key benefits of the range.

The Results
“Shifting legislation around reusables is going to be huge for our industry and so it was crucial we created an impactful and eye-catching campaign to communicate our authority and expertise as market leaders. jellybean really brought this to life with standout campaign assets including stunning creative, dedicated sales support and the curation of a fun and educational journalist visit, including an informal lunch on site, where we could build and further cement these key relationships.”
Marketing Manager, Hobart UK

A Sparkling Festive PR Campaign
“surpassed expectations”

the task

Jellybean took on an exciting mission to bring Cottage Delight’s luxury Christmas collection to the forefront. Under the theme of “Sparkling Festive Celebration,” our aim was to create a PR campaign that would truly stand out and spread Christmas cheer.

Cottage Delight Christmas PR Box
Cottage Delight Christmas PR Box
Cottage Delight Christmas PR Box
Cottage Delight Christmas PR Box
the solution

Our approach was simple yet effective. We wanted to capture the attention of adults, families, couples, and those who wanted to make a lasting impression during the Christmas season. With a range that boasted premium ingredients and charming jars, we knew it was perfect for creating mouthwatering Christmas recipes and adding a touch of elegance to any festive table. Not to mention the selection of gift sets, ideal for those seeking a special gift of luxury during the season.

Our strategy unfolded seamlessly. We made sure the collection took the spotlight by featuring it in popular foodie and recipe publications. These platforms became the canvas for our culinary creativity, showcasing the collection’s potential to transform ordinary recipes into extraordinary delights.

But we didn’t stop there. Recognizing the gift-giving spirit of the season, we ensured that the collection made its mark in consumer gift guides too. These guides became a showcase for the collection’s elegance and sophistication, capturing the attention of those on the lookout for something unique and special.

the results

The results were as sparkling as the range itself, we achieved more than 80 pieces of coverage in both print and digital media. Names like Best, Bake & Decorate, Food Heaven, Home Style, Love it, and My Weekly featured the collection prominently, highlighting its seasonal charm, delightful recipes, and gifting potential.

Our campaign reached a wide audience, totalling an impressive 10 million. Every piece of coverage featured the collection’s visuals, ensuring it left a lasting imprint. Key messages, including stockist details, were seamlessly integrated into 100% of the coverage, creating a brand resonance that was hard to miss.

Our digital PR strategy paved the way for even more engagement. Over three-quarters of our digital coverage included backlinks, making it easy for readers to explore and purchase the collection. This not only drove traffic but also resulted in conversions, making the campaign a success in terms of both visibility and sales.

In a nutshell, the PR campaign for Cottage Delight’s luxury Christmas collection was a festive tale of success, where simplicity met creativity, resulting in a campaign that truly sparkled in the spotlight.

“The Cottage Delight Marketing team expressed their pleasure with the PR results. The campaign surpassed their expectations, creating widespread awareness during this crucial sales period. The collaboration with jellybean not only brought attention to their collection but also set the stage for memorable Christmas celebrations.”
Cottage Delight Marketing Team

Compostable Cling Film by Wrapmaster®
“strategic messaging and thought leadership initiatives”

the task

In an exciting move Wrapmaster® recently introduced an all-new Wrapmaster® Compostable Cling Film to their foodservice range, driven by the growing demand for sustainable products in professional kitchens. Despite the challenge that the product demanded a premium price point due to raw material costs at a time when chefs are looking to cut costs, Warpmaster® was confident that chefs committed to their sustainability goals would embrace the new sustainable product. We were therefore briefed to create a campaign that aimed to raise awareness of their new offering whilst highlighting Wrapmaster®’s unwavering commitment to sustainability as a company.

the solution

We devised a campaign based around the two key objectives – raising awareness of the new product and showcasing Wrapmaster’s sustainability initiatives. We meticulously planned and executed a multifaceted integrated campaign that encompassed a range of marketing channels and strategic approaches, whilst being cautious to avoid any form of ‘greenwashing’.

We created eye-catching, on-brand visuals and video content showcasing the product’s key selling points and credentials utilising existing imagery and footage to maximise budget. Through captivating language and imagery, we aimed to evoke a sense of responsibility and encourage customers to become a part of Wrapmaster’s sustainability mission – 100% circular.

We harnessed the power of digital to spread awareness and gain traction, utilising trade media channels, social media, and PR, as well as creating supporting digital and print assets to generate buzz and excitement around the product.

the results

The campaign (although still in its early stages in June 2023) has so far garnered significant traction, resulting in a substantial increase in awareness and interest in Wrapmaster’s Compostable Cling Film. Digital figures have already shown notable boosts, solidifying Wrapmaster’s position as a leading provider of sustainable packaging solutions.

Through our strategic messaging and thought leadership initiatives, Wrapmaster®‘s commitment to sustainability is clearly resonating with customers, helping to enhance their brand reputation and credibility. The campaign is effectively communicating their dedication to a more sustainable future, fostering customer loyalty, and attracting like-minded buyers, operators, chefs, and wholesalers alike.

“Showcasing our commitment to our 100% circular sustainability mission is core to our business. Working with jellybean we were able to create a compelling campaign for the new Wrapmaster® Compostable Cling Film that shared our journey, inspired chefs, and operators on theirs and above all connected on a practical level with our industry.”
Channel Marketing Manager, Cofresco Foodservice

PEPPADEW® Bites – Route to Market
“comprehensive insight-led execution”

the task

We were approached by PEPPADEW® International to support the launch of their exciting new added value product – PEPPADEW® Bites – into the UK foodservice market.  The initial priority was to gain wholesaler listings, to secure a route to market for foodservice operators to buy the new product.

the solution

Once we had set out a clear phased strategy for the launch, our initial priority was to build a compelling selling story that that could be used for route to market sell-ins as well as focus sector operator comms. To do this, we used our market knowledge to demonstrate how the product aligned to the current demand for high quality, low skill, high margin, low waste, versatile, vegetarian menu solutions. In addition, we commissioned consumer insight to highlight the demand for more exciting, premium starters/sides/bar snacks/sharing platters, as well as the pulling power of the brand. We also worked with a respected chef to develop innovative menu suggestions to help demonstrate the versatility of the product and crucially their potential to drive margin.

From this strong content, we created the highly targeted, fully integrated ‘Pep Up Your Menu’ campaign (a development of the consumer platform ‘Pep it Up!). We armed the third-party sales agency and in house sales team with a comprehensive tool kit of sales support (both print and digital) and a high impact sampling pack to send to key prospects. This, along with a dedicated foodservice website, targeted social, emarketing, PR and digital trade media ensured wholesalers’ doors were well and truly opened for the sales conversations and once in there the sales force had a convincing sales story to convert meetings to listings.

the results

The campaign hit the mark and engaged this niche audience, helping achieve national listings with the big three wholesalers as well as a number of regional wholesalers and buying groups, thereby securing the route to market for the new product.

“We chose to work with jellybean based on their excellent reputation in B2B foodservice marketing, their integrated one-stop-shop approach and positive ‘can-do’ attitude. From the get-go they worked at high speed to deliver a strong strategy, followed by a comprehensive insight-led execution plan and high-impact creative activation. They crafted a compelling selling story using the consumer insight along with their market knowledge, which has really hit the mark with buyers. With several stakeholders involved in the campaign they worked collaboratively and have been integral to the success we have seen in the wholesaler channel, helping us secure a strong route to market in foodservice for PEPPADEW® Bites.””
Commercial Director, PEPPACO® Limited.

Mutti: A Golden Year
“the gold standard for integrated agency partnerships”

the task

We were tasked with creating a year-long, sustained program of activity to drive consideration, awareness, and purchase intent with the trade, consumers, and shoppers. Inspired by Mutti’s annual Pomodorino d’Oro (Golden Tomato) award, which embodies and signifies Mutti’s values and honours the farmers who grow the best 100% Italian tomatoes using sustainable farming practices, we set out to tell Mutti’s story and celebrate their dedication to quality, sustainability, and transparent relationships with its farmers.

the solution

There were three core pillars of activation, including a trade press, and trade thought leadership program, a nationwide cooking competition, and a shopper marketing promotion.

Trade print and digital ads were expertly crafted to use cleverly crafted headlines that married Mutti values with the opportunity for growth, creating a powerful message that resonated with trade buyers. Additionally, the campaign included thought-leadership pieces such as a four-page masterclass that provided expert insights on trends and best practices, helping to establish Mutti as a thought leader in the industry.

The Golden Tomato Cook Competition was a strategically important initiative that aimed to elevate the Mutti brand while tapping into the growing trend of creating restaurant quality dishes at-home. Our goal was to create an engaging and exciting experience that would generate buzz and build brand loyalty among our target audience.

The Win a Golden Tomato Trip Competition incentivized shoppers to choose Mutti over private-label and other brands by highlighting the brand’s difference and its range and by offering the chance to win a trip to Parma, as well as other prizes such as free products. The promotion was supported by eye-catching in-store displays, including shippers, barkers, aisle flags recipe cards, targeted digital ads, advertorials, and social media content.

the results

Mutti’s distribution saw a significant increase, from 26% at the beginning of 2022 to 49% at the end of the year.

Mutti achieved increases in overall brand awareness and purchase intent.

Mutti added £4.5 million in sales during 2022, which accounted for 49% of all the total category growth. Mutti’s value share increased by 57%, from a starting share of 3.9% to ending the year at 6.1%.

“jellybean is more than just a brand partner for Mutti, they are the gold standard benchmark for integrated agency partnerships. Their clear, in-depth understanding of our brand needs and consistently innovative approach to evolving our plans for greater impact have been key factors in our growth in the UK market. We particularly value their strategic input, creative ideas, consumer & shopper activation expertise and thought leadership in trade press, which have helped us establish ourselves in the UK market”
Mutti brand manager