Case Study
Jelly Belly

 
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Overview

Jelly Belly is one of the world’s most widely recognised confectionary brands and a household name in the UK - being well-stocked in upmarket department stores, independent confectioners and major supermarket chains.

 
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The Challenge

Jelly Belly brand awareness is very high, as is credibility. The challenge for mag was to: 

  • Present the brand in relevant environments to keep the product top of mind with campaign.

  • Create content that was interesting and exciting as the product.

  • Build a profile and engagement though social media. 

Our Objectives

  • Increase social profile and engagement.

  • To maintain Jelly Belly’s position at the top of the premium confectionary pile.

  • To encourage Jelly Belly virgins to pop their very cherry.

  • To keep Jelly Belly fans engaged with quirky, entertaining content. 

The Strategy

Over the last 5 years, the focus has shifted between general brand activity to specific products, such as BeanBoozled and interactive or competition led activity. 

Regardless, the strategy has always been to:

  • Achieve good, relevant cover.

  • Engage target groups in exciting and quirky ways, including through digital channels.

 

The Results

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44% increase in social media followers.

 
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Social engagement up 81%.

 
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Successful sales performance of BeanBoozled, cocktail classics and 50 flavours & tens of thousands of competition entries generated.