Fine Confectionery Christmas in-store push for Jelly Belly and Niederegger
Tuesday December 2, 2014 at 7:47pm
The Fine Confectionery Company has launched a pre-Christmas push for its iconic Jelly Belly US jelly bean range and Niederegger Lubeck German marzipan in selected outlets of John Lewis, Debenhams and Lakeland. The campaign has been created for The Fine Confectionery Company by experiential agency Blackjack. Brand ambassadors provided by Blackjack will be visiting upmarket department stores John Lewis and Debenhams in various locations across the UK to promote both brands. There will also be promotional days solely for Niederegger in selected UK branches of food and cookware specialists Lakeland. The objective is to drive sales in the key pre-Christmas gifting period by allowing select shoppers to try the unique products for themselves before they buy. All activity takes place between November 21 and December 13, 2014. Andrew Mitchell, managing director, The Fine Confectionery Company, says: “Jelly Belly jelly beans and Niederegger marzipan are both best in class brands. Tasting activity in the right locations is an important part of our marketing activity.” Natalie Riches, Senior Account Director, Blackjack Promotions, says: “We’re delighted to be working with Fine Confectionery to help promote two of its most iconic brands in the run-up to Christmas. We’ve already seen a positive response from shoppers up and down the country, and look forward to momentum continuing throughout the festive period.” The Fine Confectionery Company sources and supplies a range of high-quality confectionery from around the world to UK retailers. It also works with manufacturers and retailers to develop own-label brands. In addition to Niederegger Lubeck and Jelly Belly, it distributes chocolate brands including Elizabeth Shaw and Karl Fazer, biscuit brands including Destrooper and Loacker and candy brands including Retro Sweets and Whirly Pops. Niederegger Lubeck is made by a family-owned firm founded in 1806 in Lubeck, Germany. Lubeck Marzipan has Protected Geographical Indication (PGI) status under European Union law, which means it can only be made in Lubeck using traditional recipes. Jelly Belly gourmet jelly beans were the first jelly beans to be made with real fruit concentrates with flavour right through the bean, and were a particular favourite of US president Ronald Reagan, who even sent them into space as a treat for US astronauts. There are currently more than 100 flavours of Jelly Belly beans.