Jelly belly-Whitney Pittard 9/25

celebrates Halloween the family way.

GOAL: This advertising campaign is designed to make consumers aware of the Jelly Belly seasonal candy corn products which are out for Halloween. Jelly Belly has a well-known brand and has many customers already, so the goal would be to engage these users in a fun and entertaining way so that they will continue to enjoy the product.

Audience: In dealing with Halloween candy, the target would be towards children who want their parents to buy the candy and for parents who grew up eating traditional candy corn and may want it for themselves or to buy for trick-or-treaters. The idea is to present the candy in a very enjoyable, family-oriented way that involves Halloween—the spirit of the holiday is about dressing up and getting to feel like a child if you’re older, or, for children, getting to go out and be excited at all the scary Halloween events.

Physical Marketing: The campaign will start by designing attention-grabbing giant spider webs with spiders on them going after candy corn, and a Jelly Belly logo placed where ever best viewable depending on set up. The web would be large and designed to be placed on store fronts. This would involve the participation of general shopping stores where most people would visit like Target or Wal-Mart. The web would be very eye-catching, and it would become something people around town would talk about--generating a lot of attention as the season went on. Also, an area at the bottom would be set up so that people could get behind the web and act like they’re stuck in it, making for a fun, out-of-the-ordinary shopping experience and encouraging people to take pictures and upload them to social media sites--promoting the brand even further. Near the logo, a promotion for the Facebook and Pinterest page could also be placed to encourage online traffic.

Taking it Online: Continuing with the idea of spiders, Jelly Belly would launch a series of funny, simple scare-prank videos to be seen on the Youtube account, Facebook page, and Pinterest board. These would remain fun and light-hearted though to stick with the brand’s reputation of being a classic geared to families and all-ages.