Jelly Belly - The Red Republic

Jelly Belly

CASE STUDY

The Brief

Launch Jelly Belly’s first Australian store at Dreamworld, Gold Coast and ensure a strong opening weekend (outside of school holidays!).

The Campaign

The Red Republic worked with Jelly Belly & Dreamworld to create a robust PR strategy of local media, influencers, bloggers and consumer  engagement.

An exclusive media preview event featured Jelly Belly welcoming guests, flavour tastings and an official opening from Jelly Belly’s CEO.

THE RESULTS

$421,000

Value of coverage

1.3million+

people reached

Campaign highlight: exceeded opening weekend sales KPI by 30% and first quarter sales KPI by 54%

Coverage was achieved on Channel 7 and 9 News, Courier Mail and local radio stations and online publications

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