Portfolios Archive - Page 5 of 7 - Jellybean Creative Solutions

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14th January 2020

Kanzi Big Switch
“7 out of 10 shoppers switched”

The task

Kanzi® Apples are grown around the world and are a natural cross between the Gala and Braeburn varieties. Consumer awareness and distribution of Kanzi® in the UK is fairly limited compared to other European markets. GKE NV, the variety manager of Kanzi®, tasked jellybean with helping them get closer to the UK shopper, converting more of them to try and buy Kanzi® and in doing so prove to buyers in the trade that Kanzi® is an apple brand they should support and stock more widely.

The solution

Through research jellybean identified that most UK shoppers buy the same variety of apple they grew up with and rarely try new apples. With this insight, we created an integrated campaing: The Kanzi® Big Switch, that would leverage the brand’s global marketing positioning: “The power of great taste – seduce life” and drive UK shoppers to experience the power of great taste for themselves and literally make the switch to Kanzi®.

The high impact, multi-touch point, integrated campaign included: consumer PR, PR stunt, video content, recipe development, experiential sampling, social media amplification, shopper marketing, influencer marketing and much more!

The results

Our Big Switch launch video received more than 100,000 views
More than 45,000 shoppers experienced the power of great taste across 7 live events
An incredible 7 out of every 10 shoppers who sampled Kanzi® switched from their current apple variety to Kanzi®
Demand for Kanzi® was so high that stores sold out during the activity
Our PR, social media and influencer marketing activity achieved a reach of over 3 million

“Through this exciting Kanzi® Big Switch campaign with jellybean we set out to introduce thousands of new consumers to the power of great taste. We are absolutely delighted that the overwhelming majority of shoppers who sampled our apples went on to press the Big Switch and told us they prefer the well-balanced sweet and sour flavour of Kanzi® to their usual apple variety. These results and the increased awareness we have generated send a very clear message to any retailers that aren’t already listing Kanzi® to stock up and get a big bite of sales.”

Variety Manager Kanzi® Worldwide

Jellybean

14th January 2020

Kanzi Big Switch
“7 out of 10 shoppers switched”

The task

Kanzi® Apples are grown around the world and are a natural cross between the Gala and Braeburn varieties. Consumer awareness and distribution of Kanzi® in the UK is fairly limited compared to other European markets. GKE NV, the variety manager of Kanzi®, tasked Jellybean with helping them get closer to the UK shopper, converting more of them to try and buy Kanzi® and in doing so prove to buyers in the trade that Kanzi® is an apple brand they should support and stock more widely.

The solution

Through research Jellybean identified that most UK shoppers buy the same variety of apple they grew up with and rarely try new apples. With this insight, we created a campaign that would leverage the brand’s global marketing positioning: “The power of great taste – seduce life” and invited UK shoppers to experience the power of great taste for themselves and literally make the switch to Kanzi®.

Integrated Campaign: Kanzi® Big Switch

Our powerful integrated marketing campaign idea was the Kanzi® Big Switch. Will you make the switch to Kanzi®? It centred around a giant customised switch that we took on a tour of UK supermarkets and shopping centres alongside engaging experiential sampling activity, social media, influencer marketing and trade and consumer PR to encourage consumers to try Kanzi® and make the switch to Kanzi® as their new favourite snacking apple.

Video Stunt & Social Amplification

To kick off this high-profile campaign we filmed and released a video stunt. Secretly recorded in Battersea Park, London, the video was set up to become a social media sensation and in doing so raise awareness of the Big Switch tour. The video shows how we placed crates brimming with free Kanzi® apples beneath a big power switch and the message: “Will you Switch?”. Consumers took and enjoyed the Kanzi® apples before pressing the big switch. What happened next was an incredible spectacle of colour, music, dance and acrobatics. An immersive experience to symbolise what can happen when you experience the power of great taste. The video was seeded with great effect through influential London news sites as well as boosted across Facebook and YouTube.

Experiential Sampling

Next, we embarked on our tour of Tesco Extra stores and shopping malls near Sainsbury’s stores. Our high impact experiential installation, complete with Big Switch, sampling stations, spin to win gamification and a social media competition to win a trip to the Big Apple was designed to be extremely fun and exciting. Importantly is was focused on driving switching and sales in store. All the while we shared and promoted the activity across social media and kept a count of the growing number of people who switched using a giant counter on a big display screen.

PR & Social

To engage trade media and ensure they didn’t miss out on all the fun, we even extended our Big Switch tour to visit top grocery retail trade publications including The Grocer, Convenience Store, Independent Retail News and Talking Retail. We also carried out sampling at key trade industry events including The Retail Industry Awards to engage a wider number of trade influencers.

To ensure consumer media were informed and engaged throughout the campaign we provided them with regular product drops, news stories and recipe inspiration which drove top of mind awareness and resulted in editorial coverage.

Jellybean managed Kanzi’s Facebook and Instagram throughout the campaign. This included sharing and commenting on the huge number of entries we received into our social media competition to win a trip to the Big Apple. We also developed a wealth of original and highly engaging content and posts to support key calendar events such as National Apple Day, along with quizzes and recipe inspiration. We also delivered a paid social campaign to directly target Tesco and Sainsburys shoppers in close proximity to our tour locations and to reach new consumers in Kanzi’s target demographic.

Influencer Marketing

We also recruited a network of influential bloggers and social media influencers. We invited them to try Kanzi® and to share their own authentic content about how they made the switch and their experience of eating and enjoying Kanzi®. Key messages we encouraged our influencers to communicate through their posts included; the blend of Gala and Braeburn, the availability in Tesco and Sainsbury’s, the juiciness and crunchiness of the apples and how the apples make for a delicious and healthy snack. We also recommended they included the campaign hashtag #KanziSwitch

Additionally, we commissioned two professional recipe developers-cum-social media influencers to produce a set of recipes for Kanzi® that demonstrated the versatility of Kanzi® apples as a raw ingredient in order to encourage more consumers to make the switch. The recipes were shared across owned and earned social media to authentically seed our content amongst our target consumers.

The results

Our Big Switch launch video received more than 100,000 views
More than 45,000 shoppers experienced the power of great taste across 7 live events
An incredible 7 out of every 10 shoppers who sampled Kanzi® switched from their current apple variety to Kanzi®
Demand for Kanzi® was so high that stores sold out during the activity
Our PR, social media and influencer marketing activity achieved a reach of over 3 million

“Through this exciting Kanzi® Big Switch campaign with Jellybean we set out to introduce thousands of new consumers to the power of great taste. We are absolutely delighted that the overwhelming majority of shoppers who sampled our apples went on to press the Big Switch and told us they prefer the well-balanced sweet and sour flavour of Kanzi® to their usual apple variety. These results and the increased awareness we have generated send a very clear message to any retailers that aren’t already listing Kanzi® to stock up and get a big bite of sales.”

Dietmar Bahler

Variety Manager Kanzi® Worldwide

Jellybean

28th November 2019

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

Peer to Peer
Using our networks, we helped recruit some of the most influential convenience store owners to trial Pizza-to-Go and then used their positive experience and endorsement to help engage and encourage other convenience retailers to buy into the concept too. Here’s an example of one of the case studies we produced and amplified with leading Premier retailer, Justin Whittaker.

Peer-to-peer advice remains one of the biggest influences on decision making and the quotes, testimonials, What’s App activity, comments and feedback we generated from ambassadors ensured it was an incredibly effective form of influencer marketing and lead generation for this campaign.

PR engagement
Getting the trade media journalists and editors excited about the launch of Pizza-to-Go was essential. We therefore staged and hosted a press briefing at Jellybean HQ and invited the good and the great across the convenience retail media along for an in-depth look at the new concept and of course a slice of pizza or three! Such was the popularity and newsworthiness of the launch all journalists who attended the briefing had covered the story within 24 hours. Leading journalist Ieuan Hughes who covers new product stories for Convenience Store magazine remarked “It’s the biggest launch in food-to-go in a long time…it’s a whole new cuisine, not just a new pasty!

A sustained PR program of news, features, articles, comment and thought leadership followed the initial launch to ensure that Pizza-to-Go was included in every relevant feature and article across every convenience media magazines and website. This made Pizza-to-Go unmissable and the must-have new food to go concept in convenience.

Trade media partnerships
Working in partnership with leading trade media publications including Convenience Store magazine, Independent Retail News and Talking Retail we created an advertising and sponsorship program that enabled us to get the message about Pizza-to-Go out even further and wider. We ran a competition for retailers to win a free cabinet and free stock, we had sponsored content on newsletters, websites and social media channels and co-created a video which appeared on a dedicated retail You Tube channel.

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.“

Richard Cooper

Senior Brand Manager, Chicago Town

Jellybean

22nd September 2019

Wrapmaster 98% Recycled Foil
“It’s totally perfect”

the task

In light of the increasing focus on sustainability and environmentally friendly products within the hospitality industry, our task was to help launch Wrapmaster’s new 98% Recycled Foil, alongside their sustainable product portfolio.

the solution

Working to a tight deadline, we quickly developed an integrated campaign using digital launch assets and a communications strategy targeting chefs and foodservice decision makers.

In the absence of face-to-face meetings and knowing how impactful video can be, we decided to create a stop-motion & typography-based video to introduce Wrapmaster’s 98% Recycled Foil. It featured as a key component of the integrated multi channel comms strategy which spanned foodservice trade media, social channels, PR, sales tools & digital comms.

the results

The campaign had some great results specifically within trade media, causing a spike in page views on the website. We also achieved some fantastic results on social media, with high impressions, engagements and media views.

‘Sustainability is a crucial to our business and this new launch demonstrates our commitment to developing environmentally friendly products. As ever jellybean managed to turn around a standout campaign to a tight timeline to drive this launch in the foodservice market. In particular the whole team, love the video, it’s great and something completely different from Wrapmaster...it’s totally perfect!’

Channel Marketing Manager, Cofresco Foodservice

Jellybean

28th August 2019

Frank’s & French’s City Blitz
“a great new way of getting our brands in front of our target consumer”

The Task

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

After a very successful few weeks and many happy operators, the city blitz was complete. The telesales team could then focus on their follow up calls to the operators who gave consent to do so. jellybean were able to provide McCormick with valuable qualitative and quantitative feedback on their sauces and whether the operators were interested in repeat orders. This valuable data was then passed on to McCormick’s sales teams.

Frank's and French's

The Solution

A national field sales sampling campaign to drive sales and brand awareness, presenting operators with a free case of stock accompanied with a recipe booklet of how best to use the sauces both front and back of house.

Firstly, Jellybean had to identify operators McCormick envisage Frank’s RedHot Cayenne Pepper Sauce and French’s Classic Yellow Mustard to be stocked in, pinpointing smaller casual dining operators in London, Manchester, Leeds and Liverpool. Once the target operators were recognised, the routes were planned, and the team had been kitted up in the brightest yellow gear – we were ready to roll.

Jellybean decided to tackle each city over the course of three days, making surprise visits to 1,374 operators. Our team delivered the goods and asked the operators for consent of their details, key questions around the sauces they currently use and the wholesaler they typically purchase from.

After a very successful few weeks and many happy operators, the city blitz was complete. The telesales team could then focus on their follow up calls to the operators who gave consent to do so. Jellybean were able to provide McCormick with valuable qualitative and quantitative feedback on their sauces and whether the operators were interested in repeat orders. This valuable data was then passed on to McCormick’s sales teams.

The Results

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

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

Marketing Controller EMEA

Jellybean

28th August 2019

Hammonds
“the campaign was a superb idea”

The Task

Established over 150 years ago, Hammonds sauces are well-known by many fast food outlets and pubs throughout the UK. However, with the 1L range packaging receiving a make-over and moving to a new easy grip bottle, it was decided this was something worth shouting about.

The key objectives agreed were to reach target operators in order to:

• Build further brand awareness
• Introduce the new brand look and product format benefits

The Solution

We identified the USPs and played on the fact the bottle can also stand upside down, forming the strapline ‘The Great Taste Of Hammonds, Whichever Way You Look At It’. Using high impact creative we executed an integrated campaign across a range of touch points including trade media and PR campaign, involving print & digital display, social media, email, and aligned PR activity.

The Results

A strong launch which was well received by both the niche market it targeted and the client. Driving awareness of the brand and associated sales.

“The ‘whichever way you look at it’ campaign was a superb idea – it not only highlights the new format but also the functionality of operators having a top down bottle”

Marketing Controller EMEA

Jellybean

28th August 2019

Frank’s & French’s City Blitz
“a great new way of getting our brands in front of our target consumer”

The Task

Long-standing client McCormick Flavour Solutions, owner of the infamous Frank’s RedHot Cayenne Pepper Sauce and French’s Classic Yellow Mustard tasked Jellybean to drive trade sales of their sauces amongst independent casual dining outlets.

The key objectives agreed were:

• To build brand awareness amongst target operators.
• To convert casual dining outlets to use sauces both front and back of house.
• To encourage operators to reorder stock from one of the recommended wholesalers.

Frank's and French's

The Solution

After a very successful few weeks and many happy operators, the city blitz was complete. The telesales team could then focus on their follow up calls to the operators who gave consent to do so. Jellybean were able to provide McCormick with valuable qualitative and quantitative feedback on their sauces and whether the operators were interested in repeat orders. This valuable data was then passed on to McCormick’s sales teams.

The Results

WEEK 1: 360 visits, 206 accepted the samples (57% conversion)

WEEK 2: 536 visits, 403 accepted the samples (75% conversion)

WEEK 3: 478 visits, 334 accepted the samples (70% conversion)

The city blitz was a great success and this was a great new way of getting our brands in front of our target consumer - JBC were instrumental in the recommendation of the activity and execution

Al Thaker

Marketing Controller EMEA

Jellybean

8th August 2019

Hammonds
“the campaign was a superb idea”

The Task

The key objectives agreed were to reach target operators and:

• Build further brand awareness
• Introduce the new brand look and product format benefits

The Solution

Firstly, with this being a brand awareness campaign, we based our strategy on taking a multichannel approach in order to reach as many target operators as possible across a variety of different touch points.

We decided to run with a fully integrated media and PR campaign, involving print & digital display, social media, email, and aligned PR activity, making sure to utilise the strongest channels and to reach the target customer at various points in the customer journey.

As part of our strategy and to support the media and PR activity chosen, we also created an advert that could quickly communicate and visually demonstrate the benefits of the new bottle whilst also capturing the eye of the audience without there being a call to action.

We identified the USPs and played on the fact the bottle can also stand upside down, forming the strapline ‘The Great Taste Of Hammonds, Whichever Way You Look At It’.

The Results

Jellybean has received great feedback from the client in response to the creative and the campaign as a whole:

The campaign has achieved 40,000+ OTS YTD – A very targeted campaign reaching a niche market.

“The ‘whichever way you look at it’ campaign was a superb idea – it not only highlights the new format but also the functionality of operators having a top down bottle”

Al Thaker

Marketing Controller EMEA

Jellybean

29th July 2019

Benefits of PVC Cling Film
“counteracting the misconceptions on PVC cling film”

The Task

Life in any kitchen is never without its challenges and for the foodservice sector being sustainable is key in all areas of the business, especially in today’s ‘plastic storm’.

Wrapmaster has been trusted by professional chefs for over 20 years for their award-winning range of catering dispensers. In-light of the recent crisis over single use plastics, they set us the difficult task of creating a transparent (excuse the pun), hard hitting campaign that highlighted the benefits of using PVC cling film whilst counteracting the misconceptions on PVC cling film.

The Solution

Our solution? To create an integrated campaign that would position cling film as a necessity in the professional kitchen, highlighting the key benefits and properties such as:

• Being a natural resource-based solution
• Helps preserve food, reduce food waste and improve shelf life
• Hygienic, flexible, cost-effective and safe
• Allows produce to breathe naturally due to a high oxygen transmission
• Isolates food and protects flavour
• Versatile – with a superior cling, stretch and high strength
• Currently one of the most widely used materials for food storage

We wanted to demonstrate Wrapmaster’s market leading position, by addressing the plastic issue head on. To do this, our strategy was simple – we carried out research and quickly established that most chefs continue to rely on cling film. In fact, we found that 81% of chefs, caterers and F&B Managers say cling film is an essential tool to keep their kitchen running effectively, and the easiest and most efficient way of preserving food and reducing waste.

We then communicated our findings through Video, Print, E-Marketing, PR and Social Media. Using hard hitting facts and sharing our research findings provided the sales team with tools to counteract negativity and the misconceptions around PVC cling film which helped to educate end users on the benefits of using PVC cling film.

The Results

The overall campaign was well received by the team. It gave them a tool which they could utilise to counteract some of the negativity around the usage of PVC cling film and helped to give distributors and end users a better understanding of the need for PVC cling film in the professional kitchen.

Using a mix of proactive PR, targeting key features, as well as working with Cofresco Foodservice’s key wholesale customers and partners to extend Wrapmaster’s social media reach with blog content, the press office generated over 40 clippings and an opportunity to see of 705k.

As the campaign went so well, we’re now evolving the Benefits of PVC cling film campaign into a whole new concept around the benefits of Wrapmaster as a whole – so, watch this space…

“The campaign was a great success. It helped our distributors and end users gain a better understanding of the benefits of using PVC Cling Film. The interactive leaflet is regularly used by our distributors to communicate the benefits to chefs that order from them, and the printed leaflet has been a huge help for the sales team. In addition, the campaign itself has been instrumental in changing some misplaced conceptions surrounding PVC Cling Film. Overall, we are extremely delighted with the outcomes of the campaign and look forward to seeing the results from the Benefits are Clear project as a whole.”

Mike Lewis

Channel Marketing Manager, Foodservice, Cofresco

Jellybean

29th July 2019

Benefits of PVC Cling Film
“counteracting the misconceptions on PVC cling film”

The Task

Life in any kitchen is never without its challenges and for the foodservice sector being sustainable is key in all areas of the business, especially in today’s ‘plastic storm’.

Wrapmaster has been trusted by professional chefs for over 20 years for their award-winning range of catering dispensers. In-light of the move to reduce single use plastics, they set us the difficult task of creating a transparent (excuse the pun), hard hitting campaign that highlighted the benefits of using PVC cling film whilst addressing any misconceptions.

The Solution

Our solution? To create an integrated campaign that would position cling film as a necessity in the professional kitchen, highlighting the positives and addressing the plastic issue head on. To do this, our strategy was simple – we carried out research and quickly established that most chefs continue to rely on cling film. In fact, we found that 81% of chefs, caterers and F&B Managers say cling film is an essential tool to keep their kitchen running effectively, and the easiest and most efficient way of preserving food and reducing waste.

We then communicated our findings through video, print, e-marketing, PR and social media. Using hard hitting facts and sharing our research findings. This provided the sales team with tools to counteract negativity and the misconceptions around PVC cling film which helped to educate end users on the benefits of using PVC cling film, espcially with regard to mimising food waste, another key sustainability goal.

The Results

The campaign helped counter negativity around PVC cling film. The press office alone generated over 40 clippings and an opportunity to see of 705k. helping to effectively get the message out there. The campaign was well received by the sales team at Wrapmaster as it helped to give distributors and end users a better understanding of the need for PVC cling film in the professional kitchen.

Channel Marketing Manager

Foodservice, Cofresco

Jellybean

29th June 2019

Doughnut Time
“out of this world broadcast PR”

The Task

Capitalise on the recent Black Hole siting and National Star Wars day opportunity through bespoke doughnuts and tailored PR strategy.

The Solution

As a PR agency it’s integral that our ears are always to the ground, or in this case, on the radio… Listening in to KISS FM’s breakfast show we heard presenter, Tom Green, suggest that the first ever Black Hole sighting (The Guardian, 10.04.19) in fact looked like a doughnut floating in space. “The next thing you’ll know, Doughnut Time or Krispy Kreme will bring out the black hole doughnut” he said. This was of course an opportunity we could not miss and so we pitched the idea to the creative minds at Doughnut Time and within the working day, Doughnut Time’s limited edition Black Hole doughnut was born. We called Tom Green that night letting him know that something out of this world would be landing on his desk the very next morning and of course, a thank you for inspiring us! The next morning during KISS FM’s Breakfast show, Tom bit into his very own Black Hole doughnut. He then filmed himself heading to his nearest Doughnut Time store to see the limited edition doughnuts in store, encouraging his Instagram followers to grab one before they were all gone.

Three weeks later we were back on the radio with Doughnut Time – this time for National Star Wars day! A widely recognised day that provided us with another cause for celebration, but due to the day falling on a Saturday we had to focus on weekend shows – cue Saturday Radio Presenters (rather than Tom). We sent a press release announcing that the limited edition doughnuts had blasted in to stores along with samples of the decadent doughnuts, to a handful of key radio presenters. Using a host of Star Wars puns to honour the deliciously glazed creations, we successfully captured the attention of key presenters including Absolute Radio host Frank Skinner and the doughnuts inspired a segment on the national day and of course featured Doughnut Time’s extraordinary creation.

The Results

Black Hole Doughnut
• 2 minute 33 second feature on KISS FM Breakfast Show reaching 4,626,000 listeners
• Instagram story on KISS FM’s account reaching 166,000 users
• Tweet from KISS FM’s account reaching 606,000 users
• Black Hole doughnuts sold out!

Star Wars Doughnut
• 2 minute 40 second feature on Absolute Radio’s The Frank Skinner Show reaching 1,479,000 listeners
• Tweet from Absolute Radio account reaching 263,000 users
• Tweet from host Frank Skinner’s account reaching 86,400 users
• Instagram post from host Frank Skinner’s account reaching 7,942 users
• A Galaxy Far Far Away doughnuts sold out!

“Quick thinking and a clever proactive PR strategy is key to capturing the attention of consumer journalists. Jellybean delivered exactly this for us, reacting to a mass media news story and making it relevant for a us as confectionery brand. The coverage received on both KISS FM and Absolute Radio gave us enormous exposure, well in to the millions – something that would have been astronomically high if we’d paid for it with advertising.”

Tom Anderson

Owner, Doughnut Time

Jellybean

27th June 2019

Doughnut Time
“out of this world broadcast PR”

The Task

Capitalise on the recent Black Hole sighting and National Star Wars day opportunity through bespoke doughnuts and tailored PR strategy.

The Solution

We activated newsjacking at it’s very finest jumping on a comment made by KISS FM’s breakfast show presenter, Tom Green, suggesting that the first ever Black Hole sighting (The Guardian, 10.04.19) in fact looked like a doughnut floating in space. “The next thing you’ll know, Doughnut Time or Krispy Kreme will bring out the black hole doughnut” he said. This was of course an opportunity we could not miss and so we pitched the idea to the creative minds at Doughnut Time and within the working day, Doughnut Time’s limited edition Black Hole doughnut was born. The next morning during KISS FM’s Breakfast show, Tom bit into his very own Black Hole doughnut. He then filmed himself heading to his nearest Doughnut Time store to see the limited edition doughnuts in store, encouraging his Instagram followers to grab one before they were all gone.

Three weeks later we were back on the radio with Doughnut Time – this time for National Star Wars day! With Absolute Radio host Frank Skinner and the doughnuts which inspired a segment on the national day and of course featured Doughnut Time’s extraordinary creation.

The Results

“Quick thinking and a clever proactive PR strategy is key to capturing the attention of consumer journalists. jellybean delivered exactly this for us, reacting to a mass media news story and making it relevant for a us as confectionery brand. The coverage received on both KISS FM and Absolute Radio gave us enormous exposure, well in to the millions – something that would have been astronomically high if we’d paid for it with advertising.”

Owner, Doughnut Time

Jellybean

26th June 2019

Hobart: ‘In Tune with You…’
“what if we could leverage a 70 piece orchestra to create something truly memorable?”

The Task

As a manufacturer of class-leading cooking and dishwashing equipment, Hobart prides itself on its extremely close links with end users – constantly listening and learning to help shape and evolve its offer. We wanted to highlight this ethos in a brand-new campaign but to do so in a way that really cut through and was completely unique to anything that had gone before.

The Solution

jellybean’s creative team spotted a golden opportunity to do something completely different using an award-winning 70-piece student orchestra at Oundle School where Hobart equipment was used in the kitchen. Juxtaposing the regimented organisation of the working kitchen – and its indispensable equipment – with the togetherness of an orchestra, the centrepiece to Hobart’s year-long ‘In Tune with You’ campaign was born. A unique piece that typified the core tenets that Hobart stands for.

The video heralded the launch of Hobart’s brand-new Twitter presence, and was used across PR, including a similarly musically themed “Turn it Up” promotion, offering end users the chance to upgrade to Hobart’s highest spec machines for free.

The Results

The piece was loved by the client, its sales team, dealer network and the school’s heads. It was also held up by Hobart’s UK MD at a summit of global Hobart managers as a demonstration of the company’s innovative marketing efforts.

Proof that creative dexterity is at the heart of everything jellybean does.

Click here to see what happened behind the scenes

Jellybean

26th June 2019

Hobart: ‘In Tune with You…’
“what if we could leverage a 70 piece orchestra to create something truly memorable?”

The Task

As a manufacturer of class-leading cooking and dishwashing equipment, Hobart prides itself on its extremely close links with end users – constantly listening and learning to help shape and evolve its offer. It is a staunch champion of the independent hospitality sector and works tirelessly in collaboration with its dealer partners to help them uncover and develop new business.

Put simply, building lasting relationships with key stakeholders is something the company holds in the very highest regard.

We wanted to highlight this ethos in a brand-new campaign but do so in a way that really cut through and was completely unique to anything that had gone before.

The Solution

Quite separately to any single campaign, Jellybean had originally planned to film a PR case study at Oundle – a prestige independent school in Northamptonshire – offering a unique opportunity with 11 kitchen sites across its 14 boarding houses, each replete with Hobart cooking and warewashing equipment.

Oundle had signed off on the plan but had asked for one caveat; that their music department could write a score to accompany the piece.

This got us thinking…

When researching the school, we noticed they had an award-winning 70-piece student orchestra; what if we could somehow leverage this to create something truly memorable?

The originally planned case study was quickly turned on its head, with Jellybean’s creative team spotting a golden opportunity to do something completely different.

The Results

Juxtaposing the regimented organisation of the working kitchen – and its indispensable equipment – with the togetherness of an orchestra, the centrepiece to Hobart’s year-long ‘In Tune with You’ campaign was born. A unique piece that typified the core tenets that Hobart stands for.

While the piece was loved by the client, its sales team, dealer network and the school’s heads, it was also held up by Hobart’s UK MD at a summit of global Hobart managers as a demonstration of the company’s innovative marketing efforts.

Proof that creative dexterity is at the heart of everything Jellybean does.

Click here to see what happened behind the scenes

Jellybean

31st March 2019

McCormick Viewing Corridor
“They delivered flawlessly right from planning to execution”

The brief

jellybean were asked to support McCormick with some of the internal branding at their new manufacturing site in Peterborough, UK and as part of this project were commissioned to design and create a series of graphics to run the length of the impressive 40-metre-long viewing corridor.

The Solution

The viewing corridor features eight huge windows overlooking different areas of the factory, allowing guests to see production in real-time and understand the production process. Our task was to utilise the wall space to bring to life two key stories:

– The production story, from sourcing raw ingredients right through to production capabilities and packaging
– The Peterborough story, from breaking ground through to Net Zero construction and operations

The Results

The viewing corridor delivers an experiential element for site visitors, demonstrating site specific technology and features, whilst showcasing the sustainability and community focused goals. We are looking forward to hearing more customer feedback as the Peterborough site becomes fully operational.

“We specifically selected jellybean for this challenging and very high profile brief as we had 100% confidence in them. They delivered flawlessly right from planning to execution – as a result the branding looks stand out!”

Marketing & Sales Operations Director

Jellybean

6th March 2019

McCormick Viewing Corridor
“They delivered flawlessly right from planning to execution”

The brief

Long-standing clients and global leader in flavour, McCormick & Company Incorporated, opened its new manufacturing site in Peterborough, UK, at the end of 2021. The site has ambitions to become McCormick’s first Net Zero Carbon building and will serve as a blueprint for both operations and construction going forward.

We were asked to support McCormick with some of the internal branding at the new site, and as part of this project were commissioned to design and create a series of graphics to run the length of the 40-meter-long viewing corridor.

The Solution

The production story, from sourcing raw ingredients right through to production capabilities and packaging
The Peterborough story, from breaking ground through to Net Zero construction and operations

Working closely with the McCormick project team, and following a fact-finding factory tour, we wrote and designed these two stories using key statistics, simple descriptions, and visual illustrations. Combining this with dynamic digital content and tangible features the viewing corridor was set to become a stand-out experience for any visitor.

The Results

The viewing corridor delivers an experiential element for site visitors, demonstrating site specific technology and features, whilst showcasing the sustainability and community focused goals.

It is a place where McCormick can welcome customers, community contacts, children from local schools and colleges, as well as future customers and employees, and provide an engaging and visual learning experience.

We are looking forward to hearing more customer feedback as the Peterborough site becomes fully operational.

Al Thaker

Marketing & Sales Operations Director

Jellybean

5th March 2019

Social Sunday
“a reason to love Sundays”

the task

As part of our ’12 Days of Giving’ campaign last December, all Jellybeans were given the opportunity to donate their time to a charity of their choice. As long term friends and supporters of Hospitality Action and all the good they do for our industry, they were an obvious charity when considering who to offer our support to. To that end our studio approached them to see how we might best help and were set the brief of building a website to consolidate all the activity surrounding HA’s star fundraising enterprise, and brainchild of Jason Atherton – Social Sunday.

The concept is simple…Hospitality Action is asking restaurants, hotels and bars across the nation to help raise funds to support people who work or have worked in hospitality and find themselves in crisis, by donating the proceeds from Sunday Lunch (as Jason does) or to raise money in whatever way they choose for HA on the 7th of July (Social Sunday). Their aim is to unite the UK’s restaurant community in July to help transform hospitality lives.

the solution

Ever ready for a challenge, even if that challenge is to launch a website in an afternoon (more like a day, but who’s counting?) we chose to use the Squarespace platform and create a custom theme which would get us a good deal of the functionality we needed in a fraction of the development time. We added a calendar module to house the participating venue’s events, a blog module so HA could add the latest updates and incorporated a clever homepage module to switch out the hero images on hover, and when clicked to return the user to the homepage once they’d read the information; ensuring they go the ‘What?’ When?’ and ‘Who?’ of what Social Sunday was all about.

https://www.socialsunday.org.uk/

the results

Hospitality Action are delighted with the results and the initiative is well under way with a great number of participating restaurants on board to support Social Sunday including big names like Pollen Street Social and Dinner by Heston Blumenthal Feedback from stakeholders at the charity has been extremely positive and Jellybean is delighted to have been instrumental in helping this valuable charity continue it invaluable help towards the industry we love so much.

“The new Social Sunday website has been a crucial part of our 2019 campaign. The site is clean, simple and easy to navigate. It works well on mobile devices and the blog has enabled us to both recruit new supporters and showcase the efforts of our existing fundraisers. We have over 30 participants already signed up which is ahead of where we expected to be at this point in the campaign.”

Jeremy Gibson

Hospitality Action

Jellybean

5th March 2019

Social Sunday
“a reason to love Sundays”

the task

To create a pro bono website for charity Hospitality Action to publicise their Social Sunday initative, where restaurants, hotels and bars across the nation help raise funds to support people who work or have worked in hospitality and find themselves in crisis, by donating the proceeds from Sunday Lunch (as Jason Attherton does) or to raise money in whatever way they choose for HA on the 7th of July (Social Sunday). Their aim is to unite the UK’s restaurant community in July to help transform hospitality lives.

the solution

https://www.socialsunday.org.uk/

the results

Hospitality Action

Jellybean

26th February 2019

Maldon’s Extraordinary Christmas
“the PR figures speak for themselves”

The task

With Christmas 2020 shaping up to be very different for operators and consumers alike, we were tasked by the world’s greatest salt brand, Maldon, to run a dual campaign – one that would resonate with both a trade and consumer audience – to help unite people through moments of festive food and drink, wherever they were and whoever they were spending the time with.

The brief was to use PR to drive awareness of Maldon Salt and build understanding of how to use it as a seasoning to elevate all manner of festive recipes, recruiting new users, while nurturing seasoned home and professional chefs that know and love the brand but still seek usage inspiration.

Maldon’s Extraordinary Christmas Case Study

The Solution

Because of Maldon’s dual chef and consumer focus, Jellybean mobilised its foodservice and consumer PR arms to great effect, uniting the teams under the campaign banner of ‘Maldon’s Extraordinary Christmas’. With our expertise in the power of video and social influencers, we recruited 10 influential professional chefs – some serious up and coming cooking talents with already strong social followings – to create a series of authentic hints, tips or hacks for using Maldon to elevate festive dishes and drinks.

Chefs including Adam Byatt, Jay Morjaria, DJ BBQ, Simon Taylor, Elliot Cunningham, Lorna Maseko as well as mixologists Camille Vidal and Rich Woods, offered up bespoke video posts, curated by jellybean, to go out on Maldon’s Instagram platform throughout December in the lead up to Christmas.

VIEW THE INSTAGRAM TEASER

View the Instagram Teaser

The Results

Deliver blanket recipe coverage in coveted Christmas editions of Vegan Food and Living, Woman’s Own, Country Living, Good Homes, Love Food, Luxury Lifestyle and many more. 22 pieces of coverage in leading consumer titles – print and digital
17m opportunities to see
40,079 monthly views on Instagram

“We love working with Jellybean and really value their creativity, expertise and ability to get things done. The PR figures speak for themselves, while the video collateral was inspiring, engaging and brilliantly curated - both of these combined to strike the right note at a difficult time for both consumers and chefs while making for a really compelling festive campaign.”

Communications Executive for Maldon Salt

Jellybean

5th February 2019

Porky Whites’ Sausies Awards
“The biggest boost in brand awareness amongst new consumers in Porky Whites’ history…”

The Task

Award-winning Surrey sausage manufacturer Porky Whites appointed Jellybean to deliver an integrated PR and Social campaign to coincide with its new modern look packaging. Porky Whites briefed us to increase the brand’s profile and reach beyond its loyalist consumers in order to engage a new younger generation of consumers and people who’ve simply not heard of or tried Porky Whites before. Porky Whites had ambitious expectations of national media exposure and positive social media engagement with celebrities and influencers.

The Solution

Using a simple consumer insight that their loyalist consumers consider Porky Whites sausages to be the tastiest in the UK, we set about creating a PR and Social campaign to truly celebrate this fact and to engage high profile celebrities and influencers in the process.

With our knowledge of celebrity culture and what makes headline news, we know there is huge appetite for celebrity awards. Whether it’s the Brits, the National Television Awards or even the Spectacle Wearer of the Year – these awards never fail to grab the headlines and put the winners and sponsors into the spotlight. But with just a small budget we had to think creatively…and that’s what we did.

We decided to create and launch our own Porky Whites sponsored awards to link the UK’s tastiest sausage with the UK’s tastiest celebrities and influencers. And so, the SAUSIES Awards was born. We invited over 1,000 members of the UK public, as well as our loyalist Porky Whites fans to vote for their tastiest celebrities. Votes were cast across thirteen different tongue in cheek categories from Tastiest Male Breakfast TV presenter, Tastiest Female Radio DJ, Tastiest Celebrity Female Chef and Tastiest Breakfast TV Duo. Voters were asked to rate celebrities on their personality, behaviour, fashion sense, appearance and more.

Our celebrity winners included some of the highest profile celebrities and media stars in the UK including Phil and Holly, Ronan Keating and Ben Shephard. With these results we knew we had created a ‘banger’ of a consumer interest story with big possibilities. But without a big budget to roll out the red carpet and invite our winners to a glitzy awards ceremony, we had to do things rather differently.

After weeks of planning we announced our winners through a virtual awards ceremony. The results were shared ‘live’ on our social media platforms which enabled us to engage with our winners and relevant media outlets such as This Morning, Magic FM and Good Morning Britain directly. In doing so we knew we would be able to achieve a huge reach by grabbing the attention of a very wide audience.

To coincide with the virtual awards ceremony, stunning personalised SAUSIES trophies were hand delivered to every winner. We also simultaneously sent a press release with details of all the winners to every news desk of every leading national newspaper, magazine, online, TV and radio station in the UK.

The Results

The impact of the SAUSIES Awards is best summarised by Fran Wyatt, Director of Porky Whites who was positively sizzling about the results.

“Jellybean has surpassed our expectations for this campaign, the SAUSIES has been the best-ever retail campaign for Porky Whites in its long history. Thanks to both Jess and Neil for all of their hard work on the campaign; it was a great concept from the start and has given us some exceptional brand awareness.”

The results we achieved not only exceeded every stretching KPI we had set, they delivered well-beyond the wildest expectations of the client… and that’s something we are truly proud about.

Total reach achieved for the campaign was in excess of 81 million. Stand-out pieces of coverage included national tabloid newspaper – Daily Star, live radio – Magic FM, live national TV – Good Morning Britain, social media engagement including 40,000 views and 1,300 likes from the Good Morning Britain news clip tweet, alone.

The success continued on Porky Whites’ own social media channels. During the month of the campaign versus the previous month the number of engagements increased by 1,519%, organic impressions increased by 1,010% and followers increased by 3.8%.

An estimated value of the exposure received was in excess of £150,000 which equates to a 15:1 ROI. The campaign helped the brand achieve its biggest boost in brand awareness amongst new consumers in its long history.

Jellybean

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