Christmas in store push for Jelly Belly and Niederegger

The Fine Confectionery Company has teamed up with experiential agency Blackjack for a pre-Christmas push for its Jelly Belly US jelly bean range and Niederegger Lubeck German marzipan. 

Brand ambassadors provided by Blackjack will be visiting upmarket department stores John Lewis and Debenhams in various locations across the UK to promote both Jelly Belly and Niederegger 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: “Tasting activity in the right locations is an important part of our marketing activity and to convert consumers into long term fans requires the sort of well briefed and trained brand ambassadors supplied by Blackjack.”

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.”