Proud to Serve Quality Fish & Chips Shops of Great Britain for Sarson’s - Freedom Award – Outstanding Collaboration Winner - Jellybean - The Independent Agency Awards 2021

Campaign Summary:

Jellybean’s 2020/2021 campaign was launched to convert fish and chip shops from a cheaper synthetic product called ‘NBC’ to Sarson’s, the UK’s No.1 Malt Vinegar. The integrated B2B campaign including video content, trade press, direct mail, social media, digital and PR to raise awareness of why they should make the switch based on strong insight into the target audience and proof of consumer demand. The campaign achieved double digit sales growth in the sector and all key KPI’s. Described by the judges as ‘game changing results’ the campaign also included a range of Covid additions implemented at speed over the course of the pandemic.

“I think a great client/agency relationship is ultimately built on collaboration and shared endeavour. This solid business-to-business campaign from Jellybean really stood out for its deep understanding of the trade audience and true understanding of the client’s needs and the market, and by looking at the results you could see that they delivered exceptionally against the original objectives. It was also smart adaptation to the Covid situation and acknowledged the changing needs of a very demanding target audience. It was a tricky campaign to execute due to the mixed bag of the target audience; some being digitally savvy and others not, but all-in-all it worked really well and is a really powerful example of great collaboration between the client and the agency.”

- Jellybean​