Portfolios Archive - Page 2 of 7 - Jellybean Creative Solutions

Blog Archives

22nd May 2023

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

Jellybean

25th April 2023

The Ultimate Chef Wrap System
“eye-catching and vibrant visuals”

the task

Wrapmaster is an award-winning market leader in supplying both branded and private label catering food wrap products. Despite already being a leader in the industry, Wrapmaster sought our assistance in expanding their market share within the UK, European, and US markets.

the solution

By leveraging a combination of qualitative and quantitative research data, we identified crucial areas of focus such as channels, media outlets, messaging, and more, in order to develop a new integrated campaign to take Wrapmaster back to its roots.

Aware of the need to effectively communicate Wrapmaster’s identity and services, we created a powerful and impactful campaign that encapsulates the brand’s essence concisely. To complement this, we also revamped the visual elements by incorporating lively and dynamic colours, strong typography, and captivating new photography to create an attention-grabbing and engaging look and feel.

After finalising the messaging and creative direction, our attention shifted to building campaign awareness using an integrated approach, through various targeted channels including digital and print.

the results

While the campaign is still in its early stages, we have already received positive feedback from the client and sales team, and observed significant results such as increased website traffic, enhanced click-through rates on social and trade media, along with increased engagement with wholesalers and PR coverage based on the research conducted.

“Portraying the Wrapmaster brand in an exciting and compelling manner while maintaining clarity about our services can be a daunting task. However, the Ultimate Chef Wrap System campaign successfully achieves this feat by using eye-catching and vibrant visuals coupled with straightforward yet impactful messaging, helping display the benefits of Wrapmaster vs competitor brands, cutterboxes and loose rolls.”

Channel Marketing Manager, Cofresco Foodservice

Jellybean

22nd March 2023

The Cheeky Panda Wipes Land in Boots
“I am yet to be disappointed by the fantastic results which they’re consistently able to deliver”

the task

Towards the end of 2022, sustainable personal care, beauty and baby brand, The Cheeky Panda, managed to secure a nationwide Boots listing for its Biodegradable Bamboo Cleansing Facial Wipes (in Unscented and Coconut). As winner of The Grocer’s New Product Awards 2022 ‘Personal Care’ category (Coconut variant) the wipes received glowing comments from the judges including ‘ticks all the boxes’ for the eco-minded consumer, and that its ‘emphasis on sustainability wasn’t to the sacrifice of functionality’. So, we knew we had a standout product on our hands, we just needed to spread the word for our B Corp Certified client.

the solution

With Christmas falling between the potential announcement date and the product’s in-store date, we decided to have some fun with our press send-out and tap into the Christmas party opportunity. What better than a Christmas party press pack to take our journalist friends from the start of the evening’s festivities all the way to the end? A pre-mixed Pina Colada made the perfect sharpener to kick the evening off in style (along with The Cheeky Panda’s bamboo straws to preserve the perfect lipstick pout) and then, for when the evening was at an end, we included a pack or two of the new wipes so they could gently remove their make-up when it was time to hang up their party shoes. We issued circa 20 press packs to beauty, lifestyle and sustainability journalists writing for the nationals, women’s glossies and online and print lifestyle and sustainable-living outlets. We also made sure a wider set of journalists also heard about the news and were offered samples of the sustainable, bamboo-based biodegradable wipes. Not forgetting the trade, a dedicated trade press release was also shared with a specific set of media informing them of the significant listing for The Cheeky Panda brand.

the results

33 standout pieces of coverage spanning consumer media (including the likes of Daily Mirror, Daily Express, Sunday Sun, Love It, Pick Me Up and Manchester Evening News), plus trade and social media. Reach circa 1.2million!

“The team at jellybean have been able to deliver a clear and succinct message for the launch of The Cheeky Panda Beauty Wipes into Boots across both trade and consumer press. I have been delighted with the coverage generated and the breath of titles which we have been included in. This level of attention to detail in the execution of the campaign by the team at jellybean has been noticed not only within our business, but has been commented on by customers who have noticed the increased coverage of The Cheeky Panda within the media.

This is the third company where I have had the pleasure in working with jellybean and I am yet to be disappointed by the fantastic results which they’re consistently able to deliver. ”

retail & brand marketing manager, the cheeky panda ltd

Jellybean

6th January 2023

Nutella® Biscuits Case Study
“The team continue to deliver, and we’re delighted”

the task

Following the successful launch of the Nutella® Muffin in September 2021, Ferrero Foodservice added their second NPD item to their range. The Nutella® Biscuits combine the unique and delicious taste of Nutella® with a golden, baked biscuit base for a memorable taste experience.

jellybean was tasked with launching these amazing biscuits into foodservice, and to create buzz and excitement in the foodservice press in order to draw the attention of buyers in key target sectors – vending, cafes, bakery and universities.

the solution

To support the launch, jellybean developed an integrated launch campaign including PR, digital and social comms targeting vending, cafes, bakery and university sectors.

We knew experiencing the new Nutella® Biscuits would be key to supporting the launch, so jellybean organised and curated premium, custom branded press packs and sent them to key publications. The exclusive package contained samples of the tasty new product for journalists to personally experience before anyone else.

Then to drive sampling with buyers in our target sectors, we created a dedicated webpage with data capture so that once they had heard about the new product via trade press editorial, digital or social media they could request a free sample and try it for themselves.

the results

The targeted press releases and press packs were well received, with early pick up in both digital editions and online. Brand reach was also extended, with news articles being shared on magazine social channels too, including LinkedIn.

The recipients of the bespoke branded packs expressed their gratitude – thrilled to have received such an exciting delivery from Ferrero!

So far… Nutella® Biscuits have secured coverage in key publications including Bakery Business, British Baker, Garden Centre Catering, Public Sector Catering and Vending International.

In the first week of the launch, the activity generated 18 cuttings and over 250k opportunities to see.

Over on socials, we reached 110 new accounts, gained 2,976 impressions and generated 67 click-throughs from LinkedIn alone. The new webpage was viewed 191 times. Digital media gained 496,773 opportunities to see, resulting in 106,297 unique opens and 116 click throughs.

“After jellybean helped us successfully launch the Nutella® Muffin, we tasked them with supporting us with our latest grab-and-go treat offering – Nutella® Biscuits. Through their integrated approach, jellybean made sure we targeted the sectors we wanted, created impactful PR and most importantly supported lead generation. We’ve been very impressed with the impact that the activities have already had on traffic to the website. The team continue to deliver, and we’re delighted.”

Foodservice Channel Operations Manager, Ferrero UK & Ireland

Jellybean

5th January 2023

Booker Trade Show Stand
“It had a major impact on the day and really helped us to stand out”

The Task

jellybean was tasked by McCormick to design and build a stand for the Booker Catering Trade Show to showcase their foodservice brands, and the products they produce for Booker’s Chef’s Larder brand. They wanted a “show-stopping” presence, which would create maximum impact for McCormick at the event, driving footfall and potential new business opportunities.

The Solution

With our in depth understanding of foodservice insights and consumer trends, along with the brief to showcase multiple products, we created a split-themed stand; ‘The Flavour Shack’ and ‘Craveable Vegan’. Central to the stand was an open, fully functioning kitchen tower which allowed chefs to cook fresh samples using McCormick products throughout the day, thereby enticing people on to the stand.

In addition to offering food samples we also offered downloadable recipes to help build brand education and promote trial, we also gave away branded merchandise and held competitions for larger prizes. By stocking the stand with these feel-good factors and encouraging interaction with the team, we were able to convey the key USPs of McCormick’s portfolio of foodservice brands. Thereby providing a lasting positive impression, which ultimately helped to boost sales on the day and after.

We also layered in digital support for the show, with emails being sent before and after the event, as well as regularly posting on social media in the lead up to and during the event. Finally, we held trend-led masterclasses at the show which all attendees could join and learn from, using our much-loved and charismatic influencer, DJ BBQ, who proved quite the draw. All in all, our support activity ensured the McCormick brands stayed top of mind with customers and buyers from start to finish.

The Results

On the day stand attendance exceeded expectations, with huge crowds of people surrounding the stand, all excited to try samples and get to know the brands. In addition to giving away over 1,600 items of merchandise and having 150+ entrants to the BBQ barrel competition, McCormick also secured multiple sales on the day and after the event.

“We really loved the stand design, it had a major impact on the day and really helped us to stand out amidst a crowd of other suppliers. jellybean’s support, focus and hard work throughout the whole process made the project run smoothly and crucially resulted in the busiest stand we’ve ever had (not to mention the busiest stand at the show!) – all in all, it’s the greatest show we’ve had so far. Bring on next year!”

Category & Consumer Insights Manager EMEA

McCormick Flavour Solutions

Jellybean

14th December 2022

Ritter Sport
“Once again jellybean understood the brief and delivered to the last detail”

the task

To support the UK launch of Ritter Sport’s new Salted Caramel & Orange 100g chocolate bars, with a bold and exciting ‘impossible not to share’ campaign targeting its core demographic of women 40+.

The solution

Using the key insight that 40+ women can sometimes be a little bit promiscuous when it comes to chocolate bars, we came up with the ’Start Your Love Affair With The Square’ campaign. We knew that after biting into Ritter Sport’s chunky chocolate, filled with natural ingredients, consumers would fall in love with the taste and texture and so we got all flirty and enticed them to start their ’Love Affair* with the famously square shaped bar.

We did this through a two month campaign including knock-out celebrity social media partnerships with Denise van Outen and Nadia Sawalha, along with our hardworking press office, plus influencer gifting and sampling to get product into hands, mouths and bath tubs! (All will be revealed if you read on – not literally!)

the results

38 standout pieces of coverage spanning consumer media (including the likes of Hello, Daily Star, Best and Chat), plus trade and social media. Reach in excess of 21 million.

On the back of the huge popularity and media interest in Nadia’s tongue in cheek content we took her along for a guest appearance and sampling at Sainsbury’s HQ, plus arranged a Christmas product giveaway to Nadia’s fans on social media with a reach of 600,000+ .

“Once again jellybean understood the brief and delivered to the last detail. Jess was superb as ever and forged a great relationship with the celebrity talent. jellybean’s involvement played a vital role in the campaign being successfully executed and everything running so smoothly - as always, great results.”

Junior Brand Manager, Ritter Sport UK & Ire

Jellybean

22nd November 2022

Chicago Town Pizza to Go
“helped create widespread awareness, demand and sales”

The task

Raise awareness, create demand and generate leads for the new Chicago Town Pizza-to-Go concept amongst key decision makers in the convenience channel.

Chicago Town Pizza to Go

The solution

As a leading convenience and retail integrated marketing agency we have long-standing working relationships with not just the trade media but convenience store owners and influencers themselves. This means we know what it takes for a new concept like Pizza-to-Go to cut through in the crowded food-to-go marketplace and to become a successful and commercially sustainable solution for retailers.

Our trade communications strategy was built upon three key pillars:
1. Peer to peer endorsement
2. PR engagement
3. Trade media partnerships

In order to drive buzz around the new concept and create those all important sales leads.

The results

Over 70 articles were published across all leading convenience trade media magazines, websites and social accounts – giving us the highest share of voice of all food-to-go concepts during the campaign. Crucially our campaign generated a significant number of leads to help the sales team meet their targets for new installations and sales.

“Chicago Town Pizza-to-Go is going from strength to strength in the convenience channel and the work that jellybean has done has been integral to its success to date. From press briefings to ambassador case studies to lead generation and competitions the team has helped create widespread awareness, demand and sales.“

Senior Brand Manager, Chicago Town

Jellybean

27th October 2022

Actiph Water
“An integrated campaign that created genuine excitement and buzz”

the task

Work with leading alkalinised water brand Actiph Water and Disney to elevate the awareness of Actiph Water and Disney’s Marvel Studios partnership, for the new Thor release: Thor: Love & Thunder, across both consumers and food and drink industry decision makers.

the solution

An integrated campaign that created genuine excitement and buzz, put product into hands, and drove quality earned media coverage.

Through high impact PR outreach and gifting we engaged key trade and consumer media and influencers. Comms focused on the big-screen partnership that played on the link between Actiph’s electrically charged water and the God of Thunder himself, plus heatwave hydration and more. Everything was underpinned with a clear call to action to head to stores to grab the range of limited edition bottles.

Our experts in retail consumer PR & Marketing, along with our in-house design studio, produced a set of high impact press packs and FSDUs (supporting retailers stocking the limited edition range), all the while adhering to Disney’s Marvel Studios exacting guidelines.

In addition to writing and releasing trade and consumer comms and creating and sending press packs, jellybean also supported Actiph Water with consumer sampling. We helped the team maximise the opportunity to sample as many consumers as possible during the official screening day in Leicester Square, with the creation of eye-catching mobile sampling units.

the results

29 pieces of coverage were earned over the campaign period, across print, digital and social media
Almost 4 million consumers and trade professionals saw the campaign message and key visuals
Standout coverage sources included The Grocer, Conveniencestore.co.uk, Total Film and Sci-Fi Now
1,400 bottles sampled at the Leicester Square event

From the outset, the jellybean team’s collaborative, supportive style made them a joy to work with. So much so that, once we were underway, we increased their involvement in the wider campaign to benefit from their expertise beyond the initial brief!

Chief Marketing Officer, Actiph Water

Jellybean

7th October 2022

Mary Berry’s Dressings – Do The Twist
“results achieved in target media have been really impressive”

the task

To recruit new customers to the Mary Berry’s dressings range, encourage existing customers to shop across the range, and increase usage occasions.

the solution

A PR campaign driving earned media coverage during the summer.

We created the campaign platform – Do The Twist – as a clever way to describe the physical call to action to twist open the bottles and also as a way to reinforce the reason to believe that Mary Berry’s dressings can create a delicious twist to a variety of dishes.

We developed engaging content including campaign assets, on-trend recipes, and photography. Knowing the Queen’s Platinum Jubilee was taking place during the campaign period, we made sure we had plenty of recipes and pictures to inspire and excite the nation.

To stand-out and cut-through with target media we developed stunning press packs complete with tailored press materials, official merchandise, samples, recipe inspiration, and even a Spotify #DoTheTwist playlist.

PR tactics included product placement, product reviews, jubilee and summer inspired recipe placement and news creation.

the results

• The PR campaign was a resounding success exceeding all KPIs set across both qual and quan measures

• An earned media value of in excess of £200k was achieved

• 50 pieces of coverage were received over the campaign period, in particular around the Queen’s Jubilee recipes

• Standout articles included: Yours, My Weekly, Best, Woman, Woman’s Own, i news, Town and Country House, Daily Mirror, and Daily Express.

• The media gifting was extremely successful in prompting coverage

“The Do The Twist campaign was extremely effective in helping us reach and engage both new and existing consumers, and demonstrate the breadth and versatility of our range. The PR results achieved in target media have been really impressive and we look forward to building on this success.”

PR and Communications Manager, RH Amar

Jellybean

26th September 2022

Maldon Salt’s 140th Anniversary
“a truly extraordinary event”

the task

To celebrate Maldon Salt’s 140th anniversary we were tasked with coming up with an exciting and engaging campaign to mark this milestone whilst driving awareness and brand loyalty.

the solution

An integrated campaign including an extraordinary birthday party in the sky.

Maldon Salt ‘elevates’ dishes, so what better way to celebrate this milestone than having a special birthday lunch 100ft up in the sky. We arranged a take-over of the London in the Sky venue at the O2 and invited a number of special guests, including Maldon Salt VIP’s, media and even competition winners, as part of an exciting and exclusive on-air campaign we set up with Magic Radio. To add further excitement before the event, each guest was sent a unique invite in the form of a Willy Wonka style golden ticket inside a limited-edition Bare Bones chocolate bar, which was created as a special collaboration to mark the anniversary. During the event as well as having delicious food featuring Maldon Salt, there were also Maldon Salt cocktails and birthday goodie bags, including a customised birthday cupcake for our guests to take away.

Other key elements of the campaign included delicious new recipes inspired by British nostalgic puddings. As well as social media activity including ‘salt stories’ showcasing some of the extraordinary chefs, people and brands that use and love Maldon Salt, along with foodie influencer partnerships to inspire people to use Maldon Salt to elevate their dishes. Not to mention consumer PR and a supper club event with Mob.

the results

The whole campaign was a great success, with some impressive reach and engagement figures and fantastic feedback all-round.

Some feedback from the event:

“It was such a lovely way to celebrate Maldon’s 140th. A great experience” The Grocer

“What an incredible afternoon.”
Love Food

“Thank you so much. It looked like you were an official sponsor of London in the Sky”
The Metro

Competition on Magic London radio: nearly 1k entries, 2.1m OTH
Recipe coverage: 88m
Instagram ‘Salt Stories’ series: 52.8k views, 1.1k engagements

“I have had the pleasure of working with the jellybean team for over 3 years now and during that time we have worked on some really memorable projects together. This year we put our trust in jellybean to create a truly extraordinary event for us and they certainly did that. One guest who attended our 140th Birthday event at London in the Sky said to me on leaving “I don’t think any brand event is ever going to top this” – you can’t ask for anything more than that!”

Assistant Brand Manager

Jellybean

29th July 2022

Cholula Launch
“absolutely fantastic”

The Task

McCormick acquired Mexico’s number one hot sauce brand, Cholula, in Autumn 2021, and tasked jellybean with launching its newest brand into foodservice, showcasing its versatility and potential as an ingredient in a wide range of cuisines and sectors. Differentiating the brand from Frank’s RedHot, McCormick’s other hot sauce product, was also a key consideration.

The Solution

We engaged 11 of the UK’s best chefs, including Nathan Outlaw and Lisa Goodwin-Allen, and asked them to take Cholula and blend it with their own signature cooking style, using it to elevate and put their own unique stamp on dishes with the help of the iconic hot sauce. From their great recipes we created the Fusion Mexicana recipe book download, which was promoted to chefs via highly targeted social and digital comms with standout creative content. This was supported by trade PR and influencer engagement, along with sponsorship and product placement at the Annual Craft Guild of Chef Awards.

The Results

140,000 impressions and 182,000 opportunities to see
Plus, the core KPI of recipe book downloads was smashed by 400% with over 1,000 downloads

“We loved this idea and the recipe book that Jellybean created. To have had so many downloads so quickly is absolutely fantastic and is testament to the calibre of chefs and recipes in the recipe book and the hard work Jellybean put in to make it happen.”

Category & Consumer Insights Manager EMEA, McCormick Flavour solutions

Jellybean

29th July 2022

Cholula Launch
“absolutely fantastic”

The Task

The Solution

We brought together the dishes in a downloadable recipe book, Fusion Mexicana, illustrating each dish with beautifully captured images of the recipes and offering useful tips on how chefs can get the best out of each dish on their menus. Demonstrating how this iconic Mexican sauce could in the hands of chefs stretch across a range of cuisines and cooking styles, clearly showing its versatility.

Five of our chefs also recreated their recipes in reel format, offering an engaging snapshot of the recipe for use on social media to encourage downloads of the recipe book.

With this standout video and static content in hand, we used our in-depth understanding of chef behaviour on social media – via exclusive jellybean proprietary research with 300 UK chefs and our SENSE social listening – to plan a promoted social campaign, including stories, posts and reels to reach our target chef audience with the most engaging content.

Boosting the posts across Instagram, LinkedIn and YouTube – key platforms for chefs as highlighted by our research – we were able to target chefs, operators and key decision makers through carefully constructed target audiences. By posting content at times which saw our audience most active – further insight we’d gleaned from our in-house research – we could also be confident that chefs would be at their most receptive.

Crucially, each post included a commanding call to action to download the recipe book, simplifying the process for busy chefs and ensuring our content ended up in front of them.

Digital media also played an important role with various assets, including HTMLs, Sponsored Stories, Digital Assets and Newsletter Banners linking back to the recipe book download.

We also supported the launch with a targeted PR campaign, as well as creating bespoke giveaway boxes, both for key customers and influencers. To boost brand awareness even further, Cholula sponsored the Craft Guild of Chefs Awards and was presented to over 900 UK chefs with a Cholula-Spiked Monkfish Second Course and literature on the table with a QR code directly linking to Fusion Mexicana.

The Results

With a KPI set of 250 recipe book downloads over six months, within two months we were proud to see over 1,000 downloads as well as over 140,000 Impressions on social and 182,000 Opportunities To See.

Category & Consumer Insights Manager EMEA, McCormick Flavour solutions

Jellybean

20th July 2022

Global Sales Support Kit
“engaging way to showcase capabilities”

The Task

As a result of our successful working relationship with McCormick EMEA, we were approached by the Flavour Solutions global team at McCormick to create their first ever global marketing support kit, to be used across multiple worldwide markets in sales meetings with customer’s R&D and marketing teams. The purpose being to educate key partners on McCormick’s flavour technologies and capabilities, particularly FlavourSpice™ – McCormick’s proprietary spice alternative platform.

The key objectives were:

To create an engaging and fun mechanic whilst still communicating information clearly and professionally
To align with the new McCormick Flavour Solutions branding and McCormick’s food first philosophy
To be flexible enough in execution to be repurposed across multiple markets globally

McCormick Flavour Solutions - Flavour Spice - Jellybean Creative Solutions

The Solution

We have created two types of sales materials so far for FlavourSpice™:

A commercial box – A branded box holding samples of the products that relate to this technology. We designed the contents, sourced a cost effective box supplier, project managed the development process, organised the fulfilment of the boxes and liaised with McCormick contacts in the UK, Canada, Mexico, India, China, Singapore, and Australia to organise delivery.
Product information cards – We designed cards for each FlavourSpice™ product to provide information about the products’ USPs.

The Results

The client at McCormick Global had this to say regarding the project:

“The Flavour Spice Commercial Box was the first globally launched kit for McCormick Flavour Solutions! It has been well received by our partners and customers around the world and seen as an engaging way to showcase and demonstrate our capabilities. Jellybean did a great job in providing creative as well as logistic support in getting these boxes to our commercial teams across the UK, Canada, Mexico, India, China, Singapore, and Australia!”

Patrick Rebamonte

Sr. Manager Global Flavour Solutions Strategy

Jellybean

20th July 2022

Crushing it with Maldon Salt
“raising consumer awareness”

The Task

Raise consumer awareness of Maldon Perfectly Crushed Original Salt Grinders. Communicate the product’s unique selling points and availability in UK supermarkets.

The Solution

Although Maldon Perfectly Crushed Original Salt Grinders were not strictly a new product, having been first launched into the market back in 2017, they had never been PR’d before and they had also recently secured a new nationwide listing in Morrisons. We therefore seized the opportunity to devise and implement a full PR launch campaign.

Leading with the news hook of the new supermarket listing, we created and delivered gorgeous recipe box press hampers (containing a personalised recipe book and all the ingredients to make peanut butter cookies featuring Maldon Salt) to key consumer and trade press, as well as providing a media bank of incredible seasonal recipes and photography from top chefs featuring Maldon Salt.

With a hard-working press office in place throughout the season we were able to target and seize upon news, product and recipe placement opportunities which catapulted Maldon Perfectly Crushed Original Salt Grinders into the media spotlight and in turn into the public’s conscience and their shopping baskets.

The Results

We exceeded KPIs across every qualitative and quantitative measure set. We achieved more than 20 pieces of coverage across target media including Daily Mail, Sunday Express, Love Food, Foodepedia and many more, with a reach running into millions.

“We are absolutely delighted with the PR campaign and the sales performance of our Perfectly Crushed Salt Mills. The activity with Jellybean created real impact and positivity with media. The resulting editorial coverage has perfectly communicated why our grinders are such a convenient way to elevate food and showcased their eco-friendly credentials, because they can be easily refilled and re-used time and time again.”

Robert La Francesca

Maldon Salt Global Commercial Director

Jellybean

20th July 2022

Proud to Serve Our Community
“switched on almost overnight”

The Task

As Covid hit and plans had to pivot to respond to this national crisis we were tasked to come up with a campaign that showed Sarson’s support for fish and chip shop operators and celebrated the great work in the community they were doing during lockdown.

The Solution

To move quickly we took to social media and Sarson’s newly established Facebook page dedicated to Chippies to launch our Proud to Serve Our Community campaign. An extension of Sarson’s Proud to Serve Quality Fish and Chip Shops of Great Britain, it championed the chippies around the country who rose to the challenge to support their local communities during the pandemic. All they had to do was share their story on Facebook using the campaign hashtag and tagging in Sarson’s. The overall winner judged by a panel of industry experts from NFFF, Sarson’s and Hospitality Action would win £500 to put towards their next wholesaler delivery and five runners-up £200 each.

What’s more, in a move to help support the wider industry including fish and chip shops Sarson’s generously donated £50 to Hospitality Action’s Covid Appeal for every valid entry.

The competition which ran during May and June 2020, captured the hearts of the chippie community as well as industry titles and showed how Sarson’s is committed and proud to serve them through thick and thin.

The Results

• 10 entries resulting in a £200 donation to Hospitality Action
• The Codfather in Aylesbury was been chosen as the winner of the £500 prize – their community ‘pay it forward’ initiative saw them team up with a local foodbank to provide vouchers for every portion of fish and chips sold. They then matched every single donation, effectively doubling the number of vouchers the food bank could provide. The end result saw 250+ meals donated to those in need.
• 5,100 engagements across social including our most successful post to date –announcing the winners – which received 1,165 individual engagements, including a record 48 shares.
• PR in all key chippy titles accounting for some 80,000 OTS

“When Covid hit we were keen to champion fish and chip shops and support them in a practical sense, so when Jellybean came up with the Proud to Serve Our community campaign and managed to switch it on almost overnight we were delighted. As an agency they have showed exceptional creative and strategic thinking as well as agility, proactively coming forward with ideas for the brand to help us respond in these unprecedented times.”

Michela Andrisani

Assistant Brand Manager - Sarson’s and Haywards

Jellybean

20th July 2022

Stay Safe with Sarson’s
“practical support for chippies”

The Task

We wanted to create a practical resource for fish and chip shops to help them during the Covid pandemic and show how Sarson’s is proud to serve quality fish and chip shops of Great Britain.

The Solution

We created a social distancing signage kit including 4 posters and 4 vinyl floor stickers which chippies could request via the website. This was communicated to fish and chip shops via PR, social media, trade press advertising and a direct mail postcard as part of the wider ‘Proud to Serve Quality Fish and Chip Shops of Great Britain’ campaign. Subtly branded with a focus on safety rather than selling, the kit proved a hit with operators who signed up in their hundreds to receive it.

The Results

With coverage in all key fish and chip shop titles, the initiative quicky caught the attention of our tight-knit chippy community. Indeed, it was so well received and uptake so swift we needed to re-print, in order to help keep up with the demand. To date, 354 Stay Safe with Sarson’s kits have now been claimed with the kit still available to request.

Not only has it helped chippies keep their staff and customers safe and showed how Sarson’s are there for them as they adjust to the ‘new normal’, it has also driven some great engagement on Sarson’s’ Facebook page @Sarsonsforchippies (circa 500 engagements) including operators proudly sharing their pictures of their Stay Safe with Sarson’s kit in action!

Another example of Sarson’s commitment to fish and chip shops Michela Andrisani, Assistant Brand Manager at Sarson’s had this to say:

“We were keen adapt our marketing plans to the current times and when Jellybean came up with this idea hot on the heels of the Proud to Serve Our Community campaign we were 100% onboard. It’s been great to see how the fish and chip shops have responded and even better to be able to offer practical help as a brand.”

Michela Andrisani

Assistant Brand Manager

Jellybean

20th July 2022

Wrap Safe
“the resources and assets have been fantastic”

The Task

Earlier this year as the Covid-19 pandemic became of increasing concern to the hospitality industry, we were tasked with creating a campaign to drive awareness of the hygiene and safety benefits of Wrapmaster in order to help keep kitchens virus-free and get businesses back on track.

The Solution

Having studied the global hospitality sector trends in detail, the solution was clear; we produced an integrated campaign involving new insight, print and digital media, PR and social, targeting chefs and distributors within the Contract Catering, Healthcare and Education sectors, ensuring that the content could be easily adapted for international use.

As part of this integrated approach we created the ‘Wrap Safe’ campaign using our new insight around hygiene and safety, and also joined forces with industry experts to create practical hints and tips on how using Wrapmaster can keep chefs and customers safe by ensuring kitchens remain hygienic throughout the pandemic.

All of the campaign information was hosted on a new Wrap Safe hub (available at www.wrapsafe.co.uk), allowing chefs and caterers to easily access everything they need in one place. The portal features video content from a top food safety expert and Covid-19 standard advisors ‘Safer Food Scores’ to help identify the best hygiene practices for kitchens, as well as downloadable A4 campaign leaflets and a hygiene safety infographic.

Over on the Wrapmaster Video page, chefs can also access six videos examining and advising on best kitchen practice. Presented by Audrey Deane, Chartered Environmental Health Practitioner, the videos offer straightforward and practical guidance when it comes to food prep, team safety and catering equipment, as well as kitchen cleanliness during and after service in the new normal.

The Results

The campaign was pushed out through PR with press releases and blogs. The campaign assets were also used across Wrapmaster’s Twitter, LinkedIn, and Instagram platforms. In 12 weeks, the campaign has generated nearly 70,000 impressions (+101% vs the 12 weeks prior). Anecdotal feedback from the sales teams across the globe has confirmed that the Wrap Safe campaign has been a valuable resource for their customers and has allowed them to open up new conversations with key customers and suppliers, as well as offering a useful tool to present in meetings.
You can view the Wrap Safe content on the hub here: www.wrapsafe.co.uk

Our client at Wrapmaster had this to say:

“The campaign has been great at highlighting the hygiene and safety benefits of Wrapmaster, particularly in the current climate. The resources and assets have been fantastic in supporting chefs, demonstrating our brand strengths to wholesalers and providing our sales team with collateral to strengthen our market position.”

Mike Lewis

Channel Marketing Manager, Cofresco Foodservice

Jellybean

20th July 2022

Hard Seltzers
“Tasted delish. Amazing alternative for when you don’t want to drink too much”

The Task

Capitalise on this summer’s hottest new alcohol trend – hard seltzers – in order to raise consumer and trade awareness of Keepr’s new range, increase listings and drive sales.

The Solution

Through PR and influencer marketing we set out to inspire consumers to enjoy life even during the pandemic and show them they can enjoy a delicious low calorie tipple to lift their spirits all whilst maintaining a balanced lifestyle. Whether going for a picnic following government advice, enjoying a few drinks in the garden on a sunny day or catching up with friends and family over a Zoom call and ‘toasting’ to love and friendships, we set out to make Keepr’s Hard Seltzers a must-buy on the weekly shopping list.

We collaborated with a handpicked set of ‘under 30yrs’ lifestyle, food & drink, health, travel and family content creators and influencers. We sent them product info and samples and asked them to create and share their authentic experiences of enjoying the new hard seltzer range. Influencers were also encouraged to drive followers to purchase via a swipe-up link to the product listing on Keepr’s website.

We also gifted product with serving suggestions to select health & fitness and lifestyle influencers, as well as consumer media, to drive organic editorial and social coverage.

To drive awareness and increase listings within the on and off trade we secured an exclusive in The Grocer magazine followed by PR outreach to the wider trade audience sharing product information and of course more samples.

The Results

We exceeded KPIs across every measure with 26 high profile pieces of coverage in key media with excellent message delivery, 100% visual inclusion and all-important back-links on digital coverage. We achieved an estimated reach of 15 million with coverage in titles including: Cosmopolitan, Closer, Sunday Express, The Grocer as well as numerous pieces of high reaching influencer content including across the social feeds of TV personality Georgia Harrison and singer-songwriter Lydia Lucy.

“Tasted delish. Amazing alternative for when you don't want to drink too much.”

Jacob Lewis

The Sun

Jellybean

7th July 2022

Fish Said Fred
“a reach of over 5 million”

The Task

Many consumers think cooking with high-quality and responsibly sourced sea bass and sea bream is too much fuss and just for the pro cooks or special occasions. Fish Said Fred was created to change that perception and its new range of responsibly sourced and conveniently prepared chilled sea bream and sea bass was launched on Ocado. Our task was to create a consumer PR campaign to launch the brand and create buzz to drive awareness and sales.

The Solution

Fish Said Fred aims to help make creating everyday fish dishes at home convenient and fuss free and so we decided to get the attention of media by asking them to put the product to the test. Right in the middle of lockdown, when frankly we were all getting bored with mid-week cooking and lacking some recipe inspiration, we landed a Fish Said Fred press box on the doorsteps of key media containing the full range of products, recipe inspiration and a beautifully crafted press release with all the product news.

Our delivery was both brilliantly timed and perfectly executed to encourage media to cook up a simple everyday dish and enjoy the delicious taste of the sea bream and sea bass at home. From the resulting coverage and feedback from media influencers it is fair to say they were hooked and we successfully landed a big PR catch of the day.

The Results

We exceeded KPIs across every qualitative and quantitative measure set. We achieved 15 pieces of coverage across target media including: The Grocer, Daily Express, Olive, Sunday Mirror, Prima and many more, with a reach of over 5 million. Every article featured brand photography and key messaging to bring the brand firmly to the attention of target consumers. Sales in Ocado have been strong since launch.

“Fish Said Fred sea bass and sea bream are the first in the UK to be ASC accredited, and both are available as fresh fillets so you can follow your own inspiration , or flavoured, for a fuss-free meal.”

Emma Franklin

Cookery Editor, Prima

Jellybean

7th July 2022

Sarson’s Sachet Launch
“strong and strategic launch”

The Task

To launch a new Sarson’s Malt Vinegar sachet in response to the Covid crisis and associated move away from the use of table top bottles and rise in take-away and delivery. Targeting primarily the fish and chip shop market, as well as the wider opportunity across foodservice, including pubs where fish and chips is a menu staple.

Sarson’s Sachet Launch supporting image 2

Sarson’s Sachet Launch supporting image 1

The Solution

As part of the ongoing Proud to Serve Quality Fish & Chip Shops of Great Britain campaign, we created an integrated launch for the sachets to fish and chip shops, focused around the messaging of ‘You asked, we answered!’, based on the fact that chippies had been requesting sachets for some time. The campaign featured quotes from real life fish and chip shops requesting the sachet as well as key selling points. The aim was to ensure all fish and chip shops were aware of the new sachet format and how it could benefit their business, helping them to provide a Covid safe service and a convenient solution for take-away and delivery by allowing consumers to add their own vinegar. The campaign included a launch video, high impact advertising with sampling, direct mail, email marketing, social media and PR to ensure the launch reached all quality fish and chip shops.

Firstly we brought the sachet to life via the medium of video, which was used both for virtual trade shows and on the website hub www.switchtosarsons.co.uk, along with featuring on the dedicated Facebook page @Sarsonsforchippies. As part of our multi touch-point strategy, the sachet appeared in dedicated ads including whole pages and double page spreads, along with online banners across key fish and chip shop titles and editorial coverage driven by PR. The flagship media placement was a high impact front cover flap on Fish Friers Review including a tip-glued sachet, getting the product directly into chippies hands. This was followed up with a postcard mailer to 10,000 fish and chip shops nationwide driving them to order through stockists, as well as an e-shot to publication databases to highlight the new format. All in all the campaign hit hard across the fish and chip shop sector, as well as gaining wider coverage in foodservice titles through PR.

The Results

“The sachet was launched in response to the pandemic and the growing need for single serve solutions. So we had to work fast to turn around a dedicated launch campaign for the product. The result was a highly effective integrated campaign which has been very well received and has crucially helped to drive wholesaler listings and sales through the fish and chip shop sector, as well as the wider foodservice market. As ever Jellybean delivered a strong and strategic launch which dovetailed with our overarching campaign and ensured this Covid driven NPD was communicated in a timely and impactful way.”

Angela Andrisani,

Assistant Brand Manager

Jellybean

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