Portfolios Archive - Page 6 of 7 - Jellybean Creative Solutions

Blog Archives

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. The objective to engage a new younger generation of consumers and people who’ve simply not heard of or tried Porky Whites before.

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. 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.

The Results

With a 15:1 ROI the campaign helped the brand achieve its biggest boost in brand awareness amongst new consumers in its long history. The impact of the SAUSIES Awards is best summarised by Fran Wyatt, Director of Porky Whites who was positively sizzling about the results. 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.

“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.”

Jellybean

2nd January 2019

Russell Partnership
“an immersive and high-fidelity experience across mobile and desktop devices”

The task

Russell Partnership Collection are the UK’s leading Food, Hospitality and Technology Collection delivering creative and commercially viable results to over 600 clients across 30 countries.

In order to drive market presence and celebrate 30 years in business, they partnered with jellybean to communicate the birth of their new corporate structure and vision.

Along with literature and graphic design as part of the joint initiative, jellybean were engaged to take new webpage designs produced in-house by the Innovations Team and build a new retina-ready, responsive, fully CMS’d website.

The solution

Following a collection of internally driven workshops on strategy, vision and mission, jellybean supported the creation of the visual identity that brought the three companies together as part of the ‘Collection’ logo, but also provided a route for the three other companies to exist as colour adaptations of this. The team were creatively able to blend old with new colour ways and incorporate the founding ‘R’ and ‘P’ of Russell Partnership into each enclosure, further reinforcing the brand. Working collaboratively with Russell Partnership Collection jellybean finessed the main company logos, as well as new technology product icons. The final branding, along with their new website were launched at ‘Festival 30’ at Chandos House in London – a spectacular event celebrating 30 years of Russell Partnership Collection.

https://www.russellpartnership.com/

Jellybean

2nd January 2019

Russell Partnership
“an immersive and high-fidelity experience across mobile and desktop devices”

The task

Russell Partnership Collection are the UK’s leading Food, Hospitality and Technology Collection delivering creative and commercially viable results to over 600 clients across 30 countries.

In order to drive market presence and celebrate 30 years in business, the internal RPC Innovations Team led by Charlotte Harbour partnered with Jellybean to communicate the birth of their new corporate structure and vision – three companies who deliver international food consulting, hospitality technology development and philanthropic food support.

Along with literature and graphic design as part of the joint initiative, Jellybean were engaged to take new webpage designs produced in-house by the Innovations Team and build a new retina-ready, responsive, fully CMS’d website.

The solution

Following a collection of internally driven workshops on strategy, vision and mission Jellybean supported the creation of the visual identity that brought the three companies together as part of the ‘Collection’ logo, but also provided a route for the three other companies to exist as colour adaptations of this. The team were creatively able to blend old with new colour ways and incorporate the founding ‘R’ and ‘P’ of Russell Partnership into each enclosure, further reinforcing the brand. Working collaboratively with Russell Partnership Collection Jellybean finessed the main company logos as well as new technology product icons.

The website was built on top of WordPress and hosted on the rock solid WPENGINE digital experience platform. Full bleed, retina-ready imagery was supplied allowing Jellybean to dynamically expand the header images to snap to the viewport, delivering an immersive and high-fidelity experience across mobile and desktop devices. Full editability was required and delivered in a simple and flexible manner ensuring time effective updates going forward. The key company colours are dynamically switched as you move through the site with lazy loading animating each element in as you scroll to it to ensure optimal page load performance.

The final branding and website were launched at ‘Festival 30’ at Chandos House in London – a spectacular event celebrating 30 years of Russell Partnership Collection.

https://www.russellpartnership.com/

Jellybean

31st August 2018

Frank’s and French’s
“bringing US superbrands to a UK audience”

The Task

Long-standing client McCormick Flavour Solutions tasked Jellybean with re-launching Frank’s RedHot and French’s into UK foodservice. The super brands had recently been acquired by McCormick so work was needed to raise awareness and drive sales of the core ranges as both table-top and back-of-house solutions, particularly amongst casual dining/fast casual and leisure development chefs and decision makers.

The Solution

With a complete communication strategy needed, Jellybean first identified the USPs and key messages that made these brands stand out amongst competitors and worked this into an overarching campaign strapline with the irreverent tone people had come to expect – Give Them America’s No.1 Hot Sauce & Mustard.

With millennials driving Americana-style dining, Jellybean sought consumer insight from this target group to form strong, newsworthy messaging on the basis of statistics that operators simply couldn’t ignore.

Using this insight, as well as USPs, competitor analysis, market trends and menu recommendations, Jellybean ensured McCormick was armed with strong sales presentations to share with prospective customers.

From a PR perspective, the insight was used to drive home the importance of using branded sauces on menus while testimonials were gathered from high profile users to highlight why they choose to use Frank’s RedHot and French’s.

Recipe development and photography was developed for use across all communication elements including advertising, PR, social media, sales support, event materials etc and a microsite was launched to host all product information, key messages, recipes, brand history and a sample request form to drive leads through.

Event sponsorship was also used to facilitate sampling amongst key target groups, demonstrating the versatility of the products.

This however, is just the beginning and there is much more in the pipeline including direct mailers, online activity targeting national accounts and case studies so watch this space!

The Results

The initial activity has resulted in media and sponsorship opportunities to see of over 500,000 and a PR OTS of almost 420,000.

To date, there have been almost 50 free sample requests with many more expected over the coming weeks as activity ramps up.

Jellybean has also received incredible feedback from the client – the photography has been labelled “outstanding” and the microsite is “By far one of the best sites we’ve ever done.”

To be continued…

Jellybean

30th August 2018

Savsé
“driving direct sales with trade influencers”

The task

During this blazing hot summer we’ve helped our client Savsé Smoothies successfully introduce its range of price marked cold-pressed smoothies into some of the country’s leading convenience retailers.

Working closely alongside the Savsé team, we were asked to identify and recruit a number of highly influential independent convenience store owners from our network of Budgens, Londis, Best One and unaffiliated stores.

The solution

As part of the four week trial, retailers were invited to stock Savse’s range of price marked core smoothies – Super Orange, Super Green, Super Blue and its two Protein Smoothies, Protein Rise and Protein Punch. Retailers also received a POS pack which included posters, shelf-trays, aisle fins and outdoor A-frames.

During the trial we kept in regular contact with the store owners through WhatsApp, store visits and calls. Weekly deliveries to replenish stock were organised and sampling days were also held for some of stores to help drive trial and repeat purchase.

The results

Retailers really embraced the trial, giving the range full focus and attention in their stores and in their chillers. Many retailers also took to social media to promote the new range to their shoppers and gave out tasting samples to help introduce people to the delicious flavours and varieties.

The trial has proven to be a huge success with 75% of the stores. Each of these stores, which differed in size, shopper demographic and location, were able to drive an excellent rate of sale. All have said they would like to introduce Savsé as a permanent addition to their range and many have already done so where it is currently available through their preferred wholesaler/route to market.

Jellybean

8th August 2018

Ferrero
“getting hands-on with key journalists”

The Task

Ferrero Foodservice, one of the world’s largest confectionery companies, tasked Jellybean with launching the new Nutella® 1kg Piping Bag to drive awareness of the NPD in order to secure wholesaler listings and drive sales.

The Solution

Jellybean went straight to the key influencers in the foodservice industry – the press – and held a series of interactive bakery sessions to showcase exactly what can be achieved with a piping bag filled with a 1kg of Nutella®.

Showcasing how caterers can benefit from the consumer popularity of Nutella®, our own Jellybean baker Laura Dicken hosted demos at the leading publishing houses, showing 18 journalists how Nutella® can be used to enhance the appeal of a variety of breakfast favourites from waffles to muffins and everything in between.

Supporting the campaign with social media, Jellybean significantly increased the impact of the press briefings, with a potential reach of 70,000 on Twitter as well as gaining an impressive 183 engagements.

All of the journalists left with a renewed excitement for Nutella® and a depth of knowledge that can only be achieved through an interactive tutorial – ready to share this newfound information with caterers throughout the sector via their trade magazines and websites.

The Results

Creating a buzz around the new Nutella® 1kg Piping Bag with the industry’s leading journalists resulted in 12 press clippings in Ferrero’s key titles, providing an opportunity to see of 123,215 and ultimately helping secure valuable listings with wholesalers to generate sales.

“The press briefings provided a fantastic way for Ferrero to get in front of the journalists and educate them on how Nutella® can help operators make the most of their baked-goods offering. We are delighted with how Jellybean ran the briefings and the coverage it has driven for the new piping bag.”

Zareen Deboo

Foodservice Channel Operators Manager, Ferrero UK & Ireland

Jellybean

30th May 2018

Hotelympia
“a record 389 pieces of PR spread across 45 titles”

The Task

The summer of 2017 saw a brand new team take the helm at Hotelympia organiser Fresh Montgomery – one replete with new feature ideas, new ways of thinking and a vision to revolutionise the UK’s most prestigious hospitality trade event. Having overseen the PR strategy and onsite press office for a highly successful nine-year-run of shows, Jellybean was tasked with helping introduce the team to the industry, selling-in the new features and ethos, shaping the message, chairing a number of panel discussions and ensuring the visiting press were kept apprised of every launch, keynote talk, chef demonstration and competition taking place on the show floor. Oh, and there was the small matter of a fully embargoed, complete and total rebrand taking place on day one.

The Solution

PR is built on relationships, so it was crucial that we quickly got under the skin of the new team, headed up by Ross Carter, who’s pedigree as exhibition director of the London Wine Fair saw him brought in to oversee the 2018 show. From the outset, modernisation was top of mind in his and his team’s thinking, with a strategy to introduce four new specialist events united under one roof as part of a fresh new identity. Audience segregation was a given, but it was quickly decided by Jellybean that each of the four new shows, The Foodservice Show, incorporating a coffee-focused Café Commerce section and feature; Hospitality Tech Show; The Professional Kitchen Show and Interiors and Tableware Show, would have its own bespoke content and angles for sell-ins to the press.

Jellybean was also instrumental in helping source luminaires to be involved in a pre-show steering committee meeting, held at London’s Café Royal Hotel, where much of the show’s content was shaped.

The team was also keen to create three new branded knowledge hubs instead of one central stage – each concentrating on a different aspect of the industry. The Launchpad would focus on innovative start-ups, The Tech Innovation Stage would give visitors the chance to stay up to date with the latest hospitality technology, while Hospitality Futures would provide strategies and ideas on issues like Brexit, staff retention, guest experience, sustainability, the sugar tax, allergens and women in hospitality. Jellybean yet again opened its black book of contacts, helping the show to attract relevant keynote speakers, while our Managing Director Susan and Group Account Director, Neil, even chaired some of the insightful panel sessions throughout the show.

With a real focus on the challenge of women in hospitality, the glass ceiling and pay gap, the team was keen to dedicate a portion of the show to furthering the conversation. Jellybean suggested that, with the final day of the show falling on International Women’s Day, the entire programme could be dedicated to inspirational female figures. This was the catalyst for one of the show’s great successes, Women in Hospitality Day. A live signing by organisations including Greene King, Georgian House Hotel and The Institute of Hospitality, of a 10-point Diversity in Hospitality, Tourism and Leisure charter, dedicated to accelerating the process of gender inclusivity in the industry, provided yet another high point in a day described by visitors as: “Amazingly empowering”, “informative and inspirational” and “a celebration of diversity”.

Finally to the rebrand. Jellybean had known from the outset Fresh Montgomery’s plans to return Hotelympia back to its original name Hotel, Restaurant and Catering Show – a headline grabbing decision, elegantly tailored to nail the intent of the new team. Jellybean worked with key press to brief them ahead of time about the decision, advising that the announcement on the first day should not overshadow the current show or diminish its offer. Fresh Montgomery had committed £150,000 of investment to create the UK’s first hospitality and foodservice hosted buyer programme, offering 500 delegates complimentary travel to, and accommodation at, the venue, with a bespoke business matching tool ensuring a full agenda of exclusive one-on-one meetings and networking events with top-level buying personnel. This, we decided, was to be the main thrust of the communication – instantly recognising both the newsworthiness of the announcement and its worth as a hook to snare potential 2020 exhibitors.

The Results

On the back of such a positive campaign, Fresh Montgomery reported a record number of exhibitor reservations for the 2020 show. The campaign reached 8,201,812 people with a record 389 pieces of PR spread across 45 titles. A key KPI, 78% of the coverage gained was from proactive press releases, with 20% from contra previews and 2% from diary dates.

Jellybean

26th April 2018

World Nutella® Day
“building relationships and creating dialogue with key customers”

The Task

Ferrero set Jellybean the task to engage with some of their key business customers using World Nutella® Day as a launch pad. The objective was to build stronger customer relationships and act as a door opener to discuss further opportunities.

The solution

Breakfast remains a growing profit opportunity and Jellybean believed that this, together with the increasing level of activity that World Nutella Day brings each year, would create an ideal chance to communicate the profit opportunity message to their key customers and offer added value to the relationship.

Jellybean understood the power of personalisation and so began work creating a personally tailored gift to send out in the run up to World Nutella Day. Working together with Ferrero, we compiled a top 20 list of customers and target customers. We then put together a high impact gift box for each customer, containing a personalised jar of Nutella, a personalised A5 mailer and a number of individual portion packs.

The campaign results

The activity created an opportunity for the sales team to follow up with a call or meeting. 100% of recipients got in touch to say thank you and were happy to discuss further opportunities.

“It was a fantastic relationship building campaign and one we are likely to repeat next year”.
Zareen Deboo, Foodservice Channel Operations Manager

Not only did it highlight the breakfast profit message and create further dialogue with key customers, we also demonstrated Ferrero’s expertise through the consumer research around the breakfast opportunity which was included in the mailer, as well as delivering sector specific recipe inspiration.

Jellybean

30th January 2018

Aviko
“eating content marketing for breakfast”

The Task

With Aviko’s annual Great British Breakfast Competition now in its fourth year, we needed to ensure it remained fresh and engaging to help drive awareness and sales of Aviko’s range of breakfast potato products.

Aviko Recipe Videos - Foodservice Marketing Agency - Jellybean Creative Solutions

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You Tube Video

The Solution

As part of an integrated campaign we felt strong content marketing, specifically video, was the route to go as in 2017, video accounted for 74% of all online traffic.*

As a leading supplier of potato products in foodservice, we wanted to inspire chefs and caterers to use Aviko Hash Browns and Hash Brown Bites, in new and innovative ways at breakfast time. In this way we looked to extend usage with existing customers and inspire new converts to Aviko.

In line with the current trend for short sharp video bursts, we planned 4 short form recipe videos to be used on Twitter and across online trade press media as part of the integrated campaign. Each recipe was designed to be simple and easy to follow, making it practical for busy chefs, as well as being different enough to capture their interest.

*http://www.insivia.com/27-video-stats-2017/

The Results

The videos were well received by Aviko, so much so that they went on to be translated and used across Europe. They were also adapted for a consumer retail audience in the UK. To date, across foodservice alone, the videos have been viewed an impressive 1,571 times on YouTube.

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Jellybean

5th December 2017

Hobart
“setting the standard for a global rollout”

The Task

Building closer working relationships with dealer partners remains a key pillar in Hobart UK’s growth strategy. But how to build on what was already in place and tackle further development in such a crowded and competitive marketplace was a big task.

The Solution

Having a longstanding relationship with Hobart meant that we were able to work closely together to form a solid plan in order to work towards this long-term aim.

We started, as always, with strong foundations of insight, including research from a number of different sources, as well as the largest ever body of distributor research with Hobart’s dealer partners, which was undertaken in a frank and open manner to gain some key insights on which we could build our plan.

Bringing together all of the insight and thinking, Jellybean worked to develop a strategic partnership plan for Hobart, the culmination of which was Focus Partners. We created a full brand identity for the partnership program which ensures priority Hobart dealers feel like they are part of an exclusive premium club.

The benefits of becoming a Focus Partner, explained in the video we produced here, includes access to a bespoke online portal containing a wealth of information, including live sales figures and personalised pricing rates on the Hobart range, with quick and easy access to all product assets. Everything that has gone into the formation of the partnership plan has been as a direct result of the research we conducted on behalf of Hobart UK which has paid dividends in its success to date.

The Results

The online platform was nominated for a Catering Insight Business Development Award
It has been extremely well received by the wider business and plans have been set in motion to roll out the platform to other regions globally
The Focus Partners have given incredibly positive feedback and usage rates show strong signs of adoption by the dealers

Jellybean

27th November 2017

Essential Cuisine
“masterminding the great gravy amnesty of 2017”

The task

Essential Cuisine reformulated two of their three-strong gravy range to make them completely gluten-free and free-from declarable allergens. With the colder climes of gravy season approaching, the company saw this as the perfect opportunity to relaunch the products, and drive sales into the bargain.

The pre-made gravy market in foodservice has traditionally been dominated by two key players, but the feeling was that they didn’t necessarily represent the quality and taste that was available from all the brands playing in that space. Therefore the challenge was not only to raise awareness of the range but also to begin the process of re-establishing a ‘good, better, best’ structure into the category.

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Essential Cuisine Gravy Campaign

Essential Cuisine Gravy Advert

The solution

We worked closely with Essential Cuisine to establish the key points of difference of their gravy range that gave them a competitive edge, using these to form the solid foundations of the campaign plan.

We began by working alongside the well-respected Good Sense Research to carry out chef and consumer blind taste and performance tests against leading competitor products to attempt to establish the preference for our gravies. The research went on to very clearly prove this preference with both consumers and chefs.

We then utilised this fantastic insight to build a fully integrated campaign in which various elements were produced including; a wholesaler sell-in presentation, printed literature, video content, advertising and strong PR messaging.

In order to ensure that the campaign always led back to our overall aim of uplift in sales, we developed a news-worthy CTA of the Gravy Amnesty. Caterers simply had to go online to request their free full-sized tub of gravy to encourage longer-term trial of the product.

The results

Sales of the product line rose by a staggering 28% y-o-y
100% PR hit rate with an OTS exceeding 298,241
Advertising OTS in excess of 580,000

“The team at Jellybean played a pivotal role in the campaign and with their innovative ‘gravy amnesty’ initiative helped the launch deliver results over and above our expectations”.

Ben Forbes

Head of Marketing, Essential Cuisine

Jellybean

25th October 2017

Camp Coffee
“achieving the product’s highest ever yearly sales through the retail grocery channel”

The Task

Flavour experts McCormick, who are the owners of the age old brand Camp Coffee, came to us looking for ways to keep the product relevant for younger consumers. No longer was it being seen as a coffee drink, but was increasingly being used as a baking ingredient. How could we maximise on this opportunity and tap into the growing baking market?

Food Service PR Agency - Camp Coffee - Jellybean Creative Solutions

The Solution

After taking a close look at the market and the behaviour of our target audience, we worked in partnership with McCormick to plan and activate a high-profile, engaging social-led campaign directly targeting younger consumers with a simple but effective message – ‘The Secret to all Great Bakes’.

The campaign focused on using the power of social media, specifically Facebook and Twitter, to amplify our message and engage with the market on a daily basis. Alongside this, we also successfully activated a series of well-thought out and cost-effective Google AdWords promotions which saw total impressions of just under 300,000 users.

We harnessed the power of influential bloggers and effectively used The Great British Bake Off as a launch-pad for the campaign. The results speak for themselves.

The Campaign and Results

Jellybean strategise and run Camp Coffee’s official Twitter and Facebook accounts; which have grown to a combined community size of 13,500 in just 18 months; as well as leveraging opportunities across other relevant social media channels such as Instagram. The Secret to all Great Bakes campaign continues to gather momentum and achieves great engagement rates. Particular highlights include:

• Achieving growth rate figures of 118% m-o-m in engagement thanks to live tweeting GBBO and launching our ‘Bake Off Bingo’ game.

• Launching a large-scale Instagram campaign alongside influencer marketing network Indahash to connect with our younger consumers. This reached a staggering 354,697 users and was liked by a further 12,534 in just one month.

• Hitting a total campaign OTS of over 5 million.

• Achieving the highest ever yearly sales figures through the retail grocery channel.

“It has been great working with Jellybean Creative on this campaign for Camp Coffee. Their strategic thinking, planning and activation ensures that everything runs smoothly and the results speak for themselves!“

Al Thaker

Marketing Controller, EMEA Industrial

Jellybean

25th October 2017

Aviko
“helping Aviko becoming the UK’s fastest growing frozen added value potato brand”

The task

Launch Aviko’s range of frozen potato products into the grocery & convenience retail channel and help to drive widespread awareness, distribution and sales.

The solution

Getting cut through in the highly competitive but fast growing retail channel is tough. But with Aviko’s leading foodservice credentials and new range tailored specifically to meet the needs of the retailer and the shopper, we knew it was going to be an attractive proposition for the trade. We just needed to make sure they heard about it and trialled it.

Together with Aviko we developed an integrated trade communications campaign focusing on trade PR, trade advertising, online and social media. Our approach ensured we had a strong presence in trusted trade media titles (both print and online) which continue to be a highly influential source of information for retailers. Driving news coverage around the product range as well as providing commentary and insight for important category features has been key to raising awareness and driving a call to action. Using paid media advertising in print as well as online also helped to further elevate the brand’s presence in the trade media.

Our digital and social team has also given Aviko an important and necessary presence and voice online and through social. Using these channels we have been able to drive engagement, create conversation and deliver useful information, advice and insight around our products and the frozen category.

We have also supported the client with wider promotional sales materials and customer trade marketing activity for key accounts including Palmer and Harvey, Costcutter, Nisa and Bestway. This ensured a joined up and integrated approach across all trade media and customer touch points.

We also created a number of case studies with successful convenience retailers who have driven excellent sales with Aviko. Using written testimonials, video story-telling, advertorials and social media activity we were able to showcase their success and communicate their advice and top tips to other retailers, harnessing the power of peer-to-peer advice.

Results

PR coverage generated during the campaign has reached a circulation of more than 500,000 and combined with highly targeted social media, trade advertising and trade marketing it has contributed to Aviko becoming the UK’s fastest growing frozen potato brand* with annual retail sales in excess of £500,000.

Shah Khan, Marketing Manager, Aviko says: “Launching into retail has been a hugely important move for Aviko and we are delighted with the response we have received from both retailers and shoppers. We have won some exciting new listings in grocery, convenience and wholesale and we are rapidly becoming an established and much-loved brand in the retail market. We are now the fastest growing frozen potato brand in the UK which shows just how far we have come and just how far we can go. Working with Jellybean we have been able to use integrated trade communications with great effect to get our name out there and get our voice heard in what is a really competitive market. I am delighted with the results that we have achieved to date.

*The Grocer Top Products Survey 2017, Top 20 frozen potato brands value and volume sales % growth, Nielsen Scantrack MAT 09 September 2017

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Jellybean

24th October 2017

Tipiak
“giving a premium brand serious stand-out online”

The Task

Already a long-established household name in France, Tipiak came to us to help build their brand in the UK foodservice market. Although they have a very diverse portfolio over the channel, in the UK they focus their offer around an extensive range of elegant hand-finished savoury canapés, classic mini patisserie, sweet petits fours and gluten free French macarons, for the foodservice market.

Foodservice Marketing Agency - Tipiak Foodservice

Foodservice PR Agency - Tipiak Foodservice

Foodservice Marketing - Tipiak Foodservice

The Solution

One of our first priorities was to ensure they had a UK specific website to avoid confusion with the French digital presence. This was driven by the fact that chefs, caterers and buyers will often research brands online as part of the buying process. So, it was crucial the brand stood-out online and showcased the UK foodservice range, whilst also hitting the mark as far as tone, look and feel.

Therefore, as part of the ‘Exquisitely French’ integrated campaign across PR, print & digital media and social we created a microsite to act as their shop window on the brand. As a company with a strong French heritage going back 50 years, we wanted to give the site an authentic French feel and branding. We created an elegant and sophisticated design with chic French touches, as well as original photography to bring the range to life. The website is fully responsive to view on all devices, optimised for SEO and built retina ready, to ensure that the images and design display at the highest quality on screens.

See for yourself here.

The Results

This stylish website has given the Tipiak brand and the campaign an effective digital hub and a beautiful showcase, reflecting its premium positioning in the market.

“We love the design of the Tipiak Microsite. We found it to be premium and chic, in line with our brand positioning. Jellybean did a great job!“

Marie-Emmanuelle Chesse

International Development Project Manager Tipiak

Jellybean

26th September 2017

Wrapmaster
“going global with Wrapmaster”

The Task

Wrapmaster have led the way in the UK for more than 20 years with innovative dispensing systems for film, foil and baking parchment.

With a focus to move into European markets, and a vibrant new brand style, Jellybean were set the task to design and build a new Wrapmaster website with the functionality to translate across into Spanish, French, German and Italian. Wrapmaster’s vision was to have a clean, engaging platform to showcase their pioneering approach to the market and to bring their range to life.

Wrapmaster Website - Main Image

Wrapmaster Website

the solution

We swiftly set to work planning the extensive project in detail to deliver a bespoke design and engaging content appropriate across all European markets. The website is fully responsive, provides superior user experience, but most impressively has a state of the art CMS system to control the site across all five languages.

The stylish new website has propelled Wrapmaster to the forefront of their industry, leading the way across Europe and making their mark in a highly competitive market.

“Wrapmaster are the global leaders of dispensing systems for film, foil and baking parchment within the food service market. Wrapmaster dominates the UK market and is growing significantly in France, Germany, Italy and Spain. In order to increase the digital brand presence of Wrapmaster, I briefed Jellybean on creating an SEO optimised, engaging, user friendly website with multi-lingual options for our key European markets. Fulfilling my brief, Jellybean have delivered a fantastic website that showcases the Wrapmaster brand with product information, videos and news content across five languages. They have done an amazing job and the end result is a brilliant digital 'shop front' for Wrapmaster.”

Mike Lewis

Channel Marketing Manager - Foodservice

Jellybean

30th August 2017

Lakeland Dairies
“brand building integrated campaign”

The Task

Our brief was simple. To create a campaign which would help retain Lakeland Dairies strong market share in the milk portion market. In doing so we wanted to position Lakeland Dairies as the only trusted supplier of milk portions, based on their unrivalled expertise and track record in this field.

Pritchitts

Pritchitts Black & White Campaign

Pritchitts Black & White Advert

Pritchitts Black & White Website

The Solution

A hard-hitting integrated campaign to counter a market entrant and position Lakeland Dairies as the category leader in milk portions, focusing primarily on accommodation, travel and contract catering.

Key messages and market differentiators included:
• Farmer owned dairy co-operative

The 3 R’s:
• Reliability –proven track record, delivering quality milk portions consistently over fifty years
• Reputation –the market leader and a name you can trust
• Range –all category formats –pots and sticks

To drive the message home, we developed a simple creative route that built upon the idea of the 3 R’s, while still linking back to the dairy cows. From this the campaign headline ‘It’s written in black and white’ was born, clearly communicating the key messages in a way that could be executed in a number of different formats, including:
• Trade press media with key titles
• Online media
• HTMLs
• Dedicated landing page on Pritchitts website
• Animated video
• Twitter support
• Promotional items
• PR Feature support across dairy, hot drink, guest room amenities and on-the-go features in focus sectors

The Results

The marcomms activity delivered an OTS of over 1 million (1,043,891 OTS) over 6 months across both print and online media.

The PR gained pick-up in titles including Cost Sector Catering, Hotel F&B, Stir It Up and Sports & Leisure Catering, delivering a total OTS of 185,668.

“As the leading milk portions supplier, we wanted to create a hard-hitting, impactful campaign to protect our market share from an aggressive entrant. Jellybean’s extensive knowledge of foodservice and our business, along with their creative thinking and strategy has once again helped us to deliver a strong effective campaign. In so doing we have strengthened our brand positioning and on a commercial level it has helped us to retain and gain key accounts for the business.”

Asa Baner

Category Marketing Manager at Pritchitts

Jellybean

15th May 2017

Danish Crown
“building a British butchery brand”

The Task

With a wide range of meat sourced from Denmark, Danish Crown identified that there was a requirement to also offer a range of British meat to satisfy the demand from chefs who want to ‘buy British’.

Food and Drink Agency - Danish Crown 1887

Food and Drink Agency - Danish Crown Website

Food and Drink Agency - Danish Crown 1887 Advert

The Solution

We applied our Jellybean sweet spot model and worked in partnership with Danish Crown across a workshop style brand day to define the new ‘British’ brand taking into account the master brand of Danish Crown.

After the workshop brand day we then continued to brainstorm brand names and in consultation with Danish Crown agreed on 1887 and set about developing the logo options and mood boards to set the style for the brand, bearing in mind the brand blueprint, chef target audience and market dynamics.

The logos and mood boards were then researched both internally and with customers. Based on the feedback the logo and strapline were selected and then refined, and the butchers / chophouse styling chosen as a brand style. We then developed collateral in line with this direction to bring the brand to life.

“The Danish Crown branding project began with a day branding workshop that really helped us define our key messages and brand positioning. With direction and consultation from Jellybean as facilitators, we left with a clear idea about which direction we’d like to take our new 1887 British product range brand and how it would complement our existing portfolio. I’d highly recommend this process for aligning management, sales and marketing; it ensures all stakeholders understand the brand identity and are communicating and living the brand in the same way; a very helpful foundation. During the creation of the 1887 brand itself, the Jellybean design team produced a fantastic selection of potential mood boards and logos; we were spoilt for choice and even had too many great options to choose from! I am very happy with the finished result; the time Jellybean took to understand Danish Crown’s needs as a business is reflected in how accurately the new artwork portrays our product and company story. Thank you!”

Anna Bradbury

Head of Marketing & Communications, Danish Crown UK

Jellybean

14th May 2017

Callebaut
“delivering a strong sales uplift”

The Task

Callebaut, the makers of the finest Belgian chocolate, set Jellybean the task to get chefs using more Callebaut chocolate, more often on menus.

Foodservice Marketing - Callebaut Make it Special

Foodservice Marketing - Make it Special

Foodservice Marketing - Callebaut Stats

The Solution

We identified ‘Special Occasions’ as a key opportunity for Callebaut chocolate and created an integrated campaign to drive usage around ‘Making it Special’.

We kick-started the campaign with a focus on consumer and chef insight to build the foundation of our story and demonstrate the opportunity for chefs to increase revenue by making special occasions special with Callebaut chocolate. Looking at two angles – firstly, how important it is for consumers to feel special when dining out (with consumer research) and secondly, how Callebaut can deliver reliable results time and time again (with chef research). We then created an infographic using these compelling insight findings and worked with Callebaut’s development chef to create high quality demo videos – Ten Ways to Make It Special – to educate and inspire chefs.

The research results and recipe inspiration were launched to the trade press at an exclusive event at Westminster Kingsway. Key journalists were invited to take part in a workshop to create a selection of the recipes themselves in order to help them communicate to their readership, how easy it can be for chefs to offer special occasion desserts – and of course the commercial benefits in doing so.

As well as the initial press release, the campaign was supported with targeted feature submissions and Jellybean took over the management of Callebaut’s Twitter account. Its 6,100 followers followed the launch on Twitter, with the press engaging throughout the press event thereby amplifying the campaign further.

Still to come… The second phase of the campaign focuses on chef engagement via a competition to win a trip to discover Callebaut’s Belgian roots, including a factory tour, a hands-on workshop at Callebaut’s flagship Academy and a trend tour to see the latest innovations in the chocolate capital of the world.

Case studies will also be developed to show what highly respected chefs currently offer their customers around special occasions and the importance in doing so. Further press releases will also be distributed focusing on key seasonal events such as Easter and Mother’s Day, along with some special secret touches to help customers and journalists feel that bit more special.

The Campaign & Results

So far… In a three-month period, the first stage of the campaign generated an OTS of 1,291,376 including editorial coverage in The Caterer, British Baker, Stockpot and Casual Dining. The period around the launch saw a 465% increase in Twitter impressions and a 2,633% increase in engagements versus the same period the previous year. And most importantly, the campaign to date has delivered a positive sales uplift through distributors.

“Jellybean has been extremely supportive to us, both in terms of strategy, as well as the daily management to provide all the elements needed to the support the campaign. And, I would not hesitate to recommend their services.”

Axelle Jeangirard

Gourmet Marketing Manager & Sales Support

Jellybean

13th May 2017

Essential Cuisine Retail
“building the story behind a brand new range”

THE TASK

Essential Cuisine, the British stocks manufacturer, created a range of 3 concentrated bases to help chefs tap into the huge Asian food movement, a market which is now worth almost £3bn*. As an integrated foodservice agency we were tasked with building the story behind the new range, creating the look and feel of the products and supporting literature, and driving demand and awareness in the marketplace.

Food Marketing - Asian Range

Food Marketing - Essential Cuisine Asian Range

Food Marketing - Essential Cuisine Stocks

THE SOLUTION

The launch pad for the new range was a stand at Hotelympia 2016, and it was critical that we made the most of this respected platform, we developed a fully integrated campaign, focusing on the concept of ‘inspiring authenticity’- an idea that resonates with the Essential Cuisine brand ethos as much as it does with the products themselves.

Our in-house studio designed the new pack creative for the 3-strong range and we began to build the story around the products using Mintel data and original commissioned insight to demonstrate the huge consumer demand for Pan-Asian cuisine. Our narrative highlighted the profit opportunity for caterers, positioning the new Asian range from Essential as an authentic product that enables chefs to easily tap into this food trend.

The messaging across a range of mechanics was tailored to each specific platform, for example; infobites for social media, video content for the sales team to showcase the range to wholesalers and customers, recipe inspiration cards and a hints and tips booklet focussing on versatility for use at the show and in kitchen, samples with supporting literature were sent out to prospects…the list goes on.

*Zest Quest Asia, 2015

THE CAMPAIGN & RESULTS

Total opportunities to see of the campaign to date – well over 160,000
PR Hit Rate – 100%
Listing in wholesalers achieved to date – 28

We needed to tread carefully with this launch as the products, although fantastic, could have been easily misunderstood by the market. We pulled on the strengths of the Jellybean Creative team to help us develop the comms and collateral we needed for the launch and we’re so pleased with the results.

Lucy Wright

Brand Manager, Essential Cuisine

Jellybean

12th May 2017

Camp Coffee
“sales up 8% YOY into multiples”

The Task

To reinvigorate sales of the nostalgic Camp Coffee brand, letting customers know of a change in packaging, repositioning it as a baking ingredient and aiming the product at a younger market.

Food Service Marketing - Camp Coffee Recipes

Food Service Marketing - Camp Coffee Advert

Food Service Marketing - Camp Coffee Photography

The Solution

Working closely with the client, we developed a strategic, integrated campaign that was split into two main stages, with decisions based on insight and customer profiling.

Launched in early 2016, the first phase concentrated on utilising appropriate touch points to reassure current buyers of Camp Coffee that the product they know and love is here to stay, it is merely the bottle that is changing – an important sales message as not to alienate users. This stage involved a number of different specialisms including design (both print and digital), photography, video production and media buying in a range of high profile consumer titles. This first stage has been a fantastic success, with the launch video receiving over 95,000 views on Facebook and sales into multiples up by 8% yoy.

We now move onto the second part of the campaign which involves targeting a younger market but most importantly, looks long term, and makes Camp Coffee relevant to their lifestyle by aligning the product with baking. The plan focusses on using the power of social media, specifically Facebook, to amplify our message and engage with the market on a daily basis. Alongside this we have also successfully activated a well-thought out and cost effective Google Ad Words plan which now accounts for over 25% of web traffic to www.campcoffeeclub.co.uk. The campaign continues and will soon feature a viral video, an original idea that we have scripted and casted for – keep your eye’s peeled for this!

The Campaign & Results

The results of the campaign really speak for themselves. Some snippets below…

Total opportunities to see of the campaign to date is well over 3 million
The first video has received over 95,000 views on Facebook alone
Over 2,000 followers on Facebook achieved in just 3 months
Sales of Camp Coffee up 8% yoy into multiples

Al Thaker

Marketing Manager, McCormick Food Solutions

Jellybean

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