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22nd December 2020

Porky Whites
“you have smashed it yet again!”

The Task

For the 2020 seasonal campaign jellybean was tasked to once again raise awareness of the family owned and family run business in local, regional and mainstream media and to drive sales of its festive range, available on Porky Whites’ online shop.

The Solution

PR: We launched Limited Edition Christmas Dinner Sausages, Bacon Scented Wrapping Paper (affectionately dubbed ‘Presents ‘n Blankets!’) and Porky Whites’ anti-viral face mask – so 2020! These new products would join the existing and very apt Sauce Shop Brussel Sprout Ketchup available on Porky Whites’ online shop. We sent hampers with these items and a press release to tabloids and radio stations nationwide and shared the press release with a long list of national, regional and local media, radio and tv researchers, online lifestyle titles as well as online foodie titles too.

Social Media: For decades Porky Whites has worked hard to build an incredibly loyal and enthusiastic customer base. Always up for a laugh and a chat on Facebook we decided to engage the brand’s fans with a 5 day ‘Spot The Sausages’ competition where we hand illustrated and digitally designed five Christmas living room scenes with sausages hidden for Facebook fans to spot. Those who guessed correctly were put into a random draw with a winner from each day chosen to receive some limited edition Porky Whites’ festive prizes.

In addition to providing illustrations for the competition, we took over the daily management of Porky Whites’ Facebook page, creating additional graphics and publishing topical, engaging posts to lift fans’ spirits and educate them on the latest Porky Whites’ festive range, further driving sales.

The Results

Our Christmas PR campaign surpassed client expectations.

PR highlights include:

Channel 4’s Steph’s Packed Lunch show

Securing Porky Whites MD, Fran, a 5 minute interview which aired on both breakfast and drivetime slots on BBC Radio Surrey

Mention of Bacon Scented Wrapping Paper on drivetime slots of Heart Radio Sussex, Heart Radio Hampshire and Heart Radio Kent

Total pieces of coverage: 56

Reach: 14.25 million

Online shop highlights over the course of the seasonal campaign include:

3 of the festive products jellybean PR’d made up 3 of the top 5 products on the Porky Whites online shop by units sold

Online store sessions driven by social increased by 185% (vs previous month) with Facebook driving 285% more online store sessions (vs previous month)

The Facebook page results were equally as strong:

For the period of jellybean’s channel takeover 25th Nov-14th Dec we saw an increase of 2,487% in page impressions and 5713% in engaged users (vs same period previous month).

You have smashed it yet again! Thanks all so much. Another great idea, great execution and great results.

Managing Director

Jellybean

21st December 2020

Mizkan Chef Website
“we are incredibly proud of the www.mizkanchef.com site”

The Task

To design and build a multi-region website for Mizkan Euro’s Japanese ingredient portfolio, aimed at chefs across Europe. The website needed to inspire both Asian and mainstream chefs alike to use Mizkan’s range of ingredients and integrate seamlessly with the HubSpot CRM platform to facilitate all ongoing marketing campaigns.

Mizkan Chef - Marketing Agency - Case Study Japanse Food Marketing

The Solution

We developed a market-leading website designed to embody Mizkan’s heritage with a clean and contemporary aesthetic to reflect the brand’s authenticity and relevance for today’s chef audience.

As well as the build and design, the content was crucial. ‘How to’ guides on product usage and recipes were essential to ensure our rich blend of content offered something for every chef, from the uninitiated starting out, to the Asian cuisine expert. Working with recipes developed by a range of leading chefs we shot all original photography and video for the site, as well as copywriting all content with keyword dense copy for SEO (from keyword research carried out).

The site was built to ensure it was organically optimised to drive traffic and integrated fully with HubSpot, to support effective ongoing marketing. From mapping out the website structure and functionality to designing the user experience, as well as translating and populating eleven language versions (including non-Cyrillic alphabets) and tailored content for each region, the site was a substantial project.

The Result

We are proud to say it sets the standard in the market and offers a flexible platform that can grow.

“We are incredibly proud of the www.mizkanchef.com site. From the start Jellybean offered a wraparound service including design, copywriting and digital expertise to create what we believe is the new standard for chef websites. The content created for the site is inspiring and engaging and the site itself offers an excellent user experience. Our colleagues from across the world have praised it and we see this as the start point for Mizkan Euro’s ongoing chef engagement and commitment to the foodservice market. As Asian ingredient experts we will continue to develop the site with Jellybean to ensure the content is fresh and relevant and will draw chefs back time and time again. We’d like to thank the team at Jellybean who made the process as easy as possible with a can-do attitude backed up with digital and creative expertise.”

Brand Manager, Foodservice

Jellybean

14th December 2020

Acre & Apron Launch
“direct to consumer brand development”

The Task

To create a brand for a new premium British meat box service. The kicker – it needed to launch in less than two months to hit the pre-Christmas window.

Brand Video // web and YouTube pre-roll

The Solution

From market insight to brand workshop and creative execution, we worked at pace to develop the brand remotely during Covid times. Acre & Apron was the result, the culmination of consumer insight, a competitor audit, a collaborative brand workshop utilising a range of brand modelling exercises, creative brainstorming around brand name, creative positioning and brand tone and language, logo development, mood board creation, creative asset development and launch activation plan including the brand video (see above).

View the website here

“We are really happy with the Acre & Apron brand and found the process Jellybean took us through to be professional, collaborative and responsive. The brand workshop ensured we were all on the same page and had an agreed brand strategy across all stakeholders, whilst the visual brand development left us spoilt for choice. The end result is a brand we can be proud of and which truly embodies this unique partnership. Off the back of the brand development we have been working with Jellybean to simultaneously pull together a launch marketing plan – one of the great benefits of working with an integrated food and drink specialist agency with capabilities across PR, social, digital and design execution.”

Head of Marketing, Beeswax Dyson Farming

Jellybean

13th December 2020

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.

In order 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

13th December 2020

Pour & More
“I’ve had to order case after case”

The Task

We were asked to help Lakeland Dairies launch its new Pour & More cream alternative into SPAR Stores throughout the South West.

The Solution

To drive both retailer awareness and pull through from Appleby Westward (SPAR Retail Distribution Centre for the South West) as well as to create a push campaign to SPAR shoppers, we devised an in-store sampling campaign, aptly named Pour & More On Tour. We ran sampling across participating stores over two periods in conjunction with a price promotion and social media competition to encourage shoppers to take a picture of themselves enjoying Pour & More and using the hashtag #PourandMoreOnTour.

The Results

The campaign delivered on every level achieving excellent scores for awareness, engagement, conversion and repeat. Such was the success of the campaign we expect to bring the tour to many more retailers and shoppers over the coming months as distribution continues to grow.

“It's been really popular here, I've had to order case after case. The customers are trying it and preferring it to Elmlea! They especially like the pourable spout. It's a great new product!”

SPAR Beaminster Store Manager

Jellybean

12th December 2020

Global Sales Support Kit
“engaging way to showcase capabilities”

The Task

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 customers’ 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.

McCormick Flavour Solutions - Flavour Spice - Jellybean Creative Solutions

The Solution

The solution…a high end branded box holding samples of the products for use in UK, Canada, Mexico, India, China, Singapore, and Australia. Product information cards – We designed cards for each FlavourSpice™ product to provide information about the products’ USPs. A dynamic video to bring the FlavourSpice™ range to life

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!”

Sr. Manager Global Flavour Solutions Strategy

Jellybean

23rd November 2020

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 & relevant foodservice operators.

“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.”

Assistant Brand Manager

Jellybean

20th November 2020

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

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

29th October 2020

Wrap Safe
“the resources and assets have been fantastic”

The Task

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

We crafted an integrated foodservice campaign ‘Wrap Safe’ focsed on helping caterers improve their food safety and hygiene practices. It involved new insight, print and digital media and PR and social media, targeting chefs and distributors within the Contract Catering, Healthcare and Education sectors (as well as ensuring that the content could be easily adapted for international use). With contetn from industry experts and useful assets all housed at the web portal www.wrapsafe.co.uk

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 initial 12 weeks, the campaign 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

“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.”

Channel Marketing Manager, Cofresco Foodservice

Jellybean

29th September 2020

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.

“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.”

Assistant Brand Manager

Jellybean

27th August 2020

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 Results

• A very happy winning chippy who donated their prize money to charity

• £200 donation to Hospitality Action

• 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.”

Assistant Brand Manager - Sarson’s

Jellybean

20th July 2020

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

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.”

Global Commercial Director, Maldon Salt

Jellybean

21st April 2020

Pour & More
“I’ve had to order case after case”

The Task

We were asked to help our longstanding client Lakeland Dairies launch its new Pour & More cream alternative into SPAR Stores throughout the South West.

The Solution

To drive both retailer awareness and pull through from Appleby Westward (SPAR Retail Distribution Centre for the South West ) as well as to create a push campaign to SPAR shoppers we devised an in-store sampling campaign, aptly named Pour & More On Tour.

Working alongside the Lakeland Dairies team and Appleby Westward we identified and recruited influential independent SPAR stores as well as Appleby Westward company owned SPAR stores to take part in our sampling tour. The participating stores covered the length and breadth of the South West and included city centre stores, holiday parks, rural stores and seaside locations.

Running over a two week period and timed to coincide with an attractive 75p price promotion, our Brand Ambassador, complete with fully designed sampling kit, ran a series of sampling days. The engaging activity ensured Pour & More’s USPs were clearly communicated to both retailers and shoppers and of course there was a big focus on taste – hundreds of samples of Pour & More were served with delicious fruits and apple pie slices.

To help retailers drive awareness and footfall into stores during the sampling days we supported them by creating exciting social media content that they could share with their followers across their own social media channels.

We also ran a social media competition to encourage shoppers to take a picture of themselves enjoying Pour & More and using the hashtag #PourandMoreOnTour. The winner received a case of free product.

The Results

Retailers were hugely appreciative and supportive of the sampling tour working closely with our brand ambassador to ensure front of store positioning of the sampling activity, excellent merchandising and display in the chiller and use of our social media assets. Retailers and consumers alike provided exceptionally positive feedback on the product and the sampling activity itself.

The campaign delivered on every level achieving excellent scores for Awareness, Engagement, Conversion and Repeat. Such was the success of the campaign we expect to bringing the tour to many more retailers and shoppers over the coming months as distribution continues to grow. Watch this space.

“It's been really popular here, I've had to order case after case. The customers are trying it and preferring it to Elmlea! They especially like the pourable spout. It's a great new product!”

SPAR Beaminster Store Manager

Jellybean

2nd March 2020

A TRU Story
“targeting key consumers on food-to-go and coffee missions ”

The Task

Launch TRU, a new feel good food and specialty coffee café and help make it a destination for commuters, office workers and students in London’s Holborn district.

The Solution

An integrated consumer launch campaign targeting key consumers on food-to-go and coffee missions in close proximity to the café.

Brand ambassador outreach & sampling

Having carefully mapped out key offices, universities and commuter locations near to the café we unleashed our skilled team of brand ambassadors to engage and educate consumers about TRU. Complete with branded uniforms, mobile trike, promotional materials and all-important samples, our team created positive disruption and directly drove footfall into the café at key times throughout the day.

Engaging media was a key part of our strategy to announce the arrival of TRU on the high street. With new food concepts opening every day in London and knowing that time-poor journalists are finding it more challenging than ever to attend launch events and parties, we offered journalists the opportunity to pop into TRU at a time of their choosing and have lunch on us (who said there was no such thing as a free lunch or a free specialty coffee for that matter!). Many key journalists who visited the café took to social media to share their experience and spread the word with their followers and media colleagues. Giving journalists freedom to pop in and being confident in our offering was a strategy that clearly paid off, with some great pieces of editorial coverage and high levels of engagement achieved.

Social media

Building social media from scratch was a challenge we TRUly relished. We developed the strategy, set up the accounts, determined tone of voice, created the content, managed and built the community, implemented paid promotions and put in place robust measurements and analytics. Also, with our social media team working from the café throughout the launch period we could react in the moment with some beautiful content posted and achieving positive engagement with both staff and customers.

Influencer marketing

Working with notable foodie influencers formed another piece of the master launch plan. We invited them to visit (again at a time of their choosing) and experience TRU at its best. This type of authentic UGC is invaluable and incredibly powerful especially when established a new café in the heart of London. And it paid off.

The Results

Direct engagement with over 10,000 consumers in the first week of launch
Geo-targeted social reach of over 200,000
13 high profile foodie influencers visited and positively reviewed TRU reaching an additional 190,000 consumers
PR coverage achieved a reach in excess of 1 million

Jellybean

2nd March 2020

A TRU Story
“targeting key consumers on food-to-go and coffee missions ”

The Task

Launch TRU, a new feel good food and specialty coffee café and help make it a destination for commuters, office workers and students in London’s Holborn district.

The Solution

An integrated consumer launch campaign targeting key consumers on food-to-go and coffee missions in close proximity to the central London café.

To cut through and stand-out with promiscuous and time-poor consumers in the incredibly crowded food to go and café market, our campaign used multiple consumer touchpoints to disrupt, drive trial and encourage repeat visits. These included: brand ambassedor outreach and sampling, PR, social media and influencer marketing.

The Results

Direct engagement with over 10,000 consumers in the first week of launch
Geo-targeted social reach of over 200,000
13 high profile foodie influencers visited and positively reviewed TRU reaching an additional 190,000 consumers
PR coverage achieved a reach in excess of 1 million

Jellybean

21st February 2020

Proud to Serve Sarson’s
“Driving a 234% increase in fish and chip market penetration”

The Task

To drive sales of iconic malt vinegar brand Sarson’s in quality UK fish and chip shops.

The Solution

An integrated foodservice campaign targeting quality fish and chip shops.

The campaign tapped into how proud fish and chip shop owners are about the product and service they provide, encouraging them to ‘Switch to Sarson’s’ as their customers’ vinegar of choice and be ‘Proud to Serve Sarson’s’ as a quality fish and chip shop.

By polling over 500 consumers on their fish and chip shop habits, we discovered 9 out of 10 would prefer Sarson’s sprinkled on their chips versus the default of ‘non brewed condiment’ (NBC) currently widely served in fish and chip shops. This was a key message for these operators who are driven by the need to keep their customers happy, and when paired with the minimal cost comparison per sprinkle versus NBC, along with an offer of a free 20ltr sample and POS kit, it created a highly compelling reason to ‘Switch to Sarson’s’.

The integrated trade campaign, which ran in 2019 included all key touchpoints to effectively target fish and chip shop owners including: campaign microsite, consumer insight infographic, postcard mailer, trade press media (print, digital and social), trade press PR, operator case study, sampling via the microsite, branded POS support, a targeted South Coast switch blitz, wholesaler trade shows and wholesaler promotions. In this way we created a high impact campaign which delivered strong results for the brand…

The Results

A 234% increase in fish and chip market penetration
Over-achieved targeted sales uplift through key wholesalers
Secured a new route to market listing
Improved brand presence in fish and chip shops via POS
An increase in brand association with fish and chip shops

“The campaign has gone down a storm and has put us on the map as a credible brand in the fish and chip shop market.”

Craig Dillon

National Account Controller, Mizkan Euro Ltd. (Owners of the Sarson’s brand)

Jellybean

21st February 2020

Proud to Serve Sarson’s
“Driving a 234% increase in fish and chip market penetration”

The Task

To drive sales of iconic malt vinegar brand Sarson’s in quality UK fish and chip shops.

The Solution

An integrated foodservice campaign targeting quality fish and chip shops to show them why they should switch to Sarson’s.

The multi-channel integrated trade campaign, which ran in 2019 included all key touchpoints to effectively target fish and chip shop owners including trade comms, wholesaler comms with a focus on sampling & POS support. In this way we created a high impact campaign which delivered strong results for the brand.

The Results

A three figure increase in fish and chip market penetration
Over-achieved targeted sales uplift through key wholesalers
Secured a new route to market listing
Improved brand presence in fish and chip shops via POS
An increase in brand association with fish and chip shops

“The campaign has gone down a storm and has put us on the map as a credible brand in the fish and chip shop market.”

National Account Controller, Mizkan Euro Ltd.

(Owners of the Sarson’s brand)

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

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