JELLY BELLYCASE STUDY
It’s a job that could make anyone jelly, but when Jelly Belly’s approached us to launch their first-ever Australian store, we knew it was a match made in sweet, flavour-infused heaven. Launching at Dreamworld on the Gold Coast, we were tasked with delivering a strong opening weekend (outside of school holidays!) and a rainbow of mouth-watering mentions in south-east Queensland press.
We worked with Jelly Belly & Dreamworld to develop a robust PR strategy that considered local media, influencers, bloggers and consumer engagement.
An exclusive media preview event featured the famous Jelly Belly mascot welcoming guests, flavour tastings and an official opening from Jelly Belly’s CEO. Comprising over 30,000 Jelly Bellys across 29 flavours – the largest collection in the country – guests could sample the good and the bad, from toasted marshmallow, buttered popcorn and strawberry cheesecake to lawn clippings and mouldy cheese.
The results hit the sweet spot. We exceeded the initial opening weekend sales KPI by 30%, and smashed first quarter sales KPI by 54%.
Value of coverage
Coverage was achieved through Channel 7 and 9 News, The Courier Mail, local radio stations and online publications.