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.
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.
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.
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.
44% increase in social media followers.
Social engagement up 81%.
Successful sales performance of BeanBoozled, cocktail classics and 50 flavours & tens of thousands of competition entries generated.