JELLY BELLY FY15 SAMPLING PROGRAM REPORT

Prepared: October 14, 2014

PROGRAM OBJECTIVES 1.  To drive awareness and trial of the new Jelly Belly

Flavours

•  Assorted Flavours

•  Wedding colours and displays

2.  To drive awareness around two contests:

•  Jelly Belly “Share Your Flavours” contest via Facebook page

•  Wedding Show Facebook contest

3.  Engage the consumer and direct them to the promotional or wedding section websites:

www.jellybelly.ca or www.jellybelly.com/Info/ideas/wedding_center

1.  To drive awareness and trial of the Jelly Belly brand with a focus on 10 g sample bags. The approach used was guerilla street sampling teams!

TOP  LOCATIONS   •  Fall National Bridal Show Toronto

•  International Blues Festival Ottawa

•  Canadian Tire Centre Ottawa

•  Calgary Folk Festival Calgary

•  Fringe Festival Calgary

•  Katy Perry Concert Vancouver

•  Squamish Music Festival Vancouver

•  Rogers Arena Vancouver

•  Osheaga Music Festival Montreal

Montreal Average  Age  Sampled   20  

Male  %   28.75%  

Female  %   71.25%  

Total  Number  of  Samples  distributed   13,060  

Total  Number  of  French  Postcards  distributed   6,900  

Percentage  of  consumers  that  have  never  tried  Jelly  Belly  before     21%  

Percentage  of  people  that  came  to  the  event,  because  they  heard  about  the  event  through  Facebook   1.65%  

Ottawa Average  Age  Sampled   23  

Male  %   26.35%  

Female  %   73.65%  

Total  Number  of  Samples  distributed   9,000  

Total  Number  of  Postcards  distributed   4,900  

Percentage  of  consumers  that  have  never  tried  Jelly  Belly  before     14%  

Percentage  of  people  that  came  to  the  event,  because  they  heard  about  the  event  through  Facebook   2.85%  

Toronto Average  Age  Sampled   26.5  

Male  %   27%  

Female  %   73%  

Total  Number  of  Samples  distributed  at  the  Fall  NBS   2,750  

Total  Number  of  Postcards  (Wedding)  distributed   1,950  

Percentage  of  consumers  that  have  never  tried  Jelly  Belly  before     13%  

Percentage  of  people  that  came  to  the  event,  because  they  heard  about  the  event  through  Facebook   21%  

Calgary Average  Age  Sampled   28  

Male  %   56.25%  

Female  %   43.75%  

Total  Number  of  Samples  distributed   26,350  

Total  Number  of  Postcards  distributed   14,700  

Percentage  of  consumers  that  have  never  tried  Jelly  Belly  before     15%  

Percentage  of  people  that  came  to  the  event,  because  they  heard  about  the  event  through  Facebook   0%  

Vancouver Average  Age  Sampled   27  

Male  %   48.69%  

Female  %   51.31%  

Total  Number  of  Samples  distributed   28,957  

Total  Number  of  Postcards  distributed   15,200  

Percentage  of  consumers  that  have  never  tried  Jelly  Belly  before     13%  

Percentage  of  people  that  came  to  the  event,  because  they  heard  about  the  event  through  Facebook   8.75%  

TOTAL PROGRAM IMPACT Average  Age  Sampled   25  

Male  %   40%  

Female  %   60%  

Total  Number  of  Samples  distributed     80,117  

Total  Number  of  Postcards  distributed   43,650  

Percentage  of  consumers  that  have  never  tried  Jelly  Belly  before     15.5%  

Percentage  of  people  that  came  to  the  event,  because  they  heard  about  the  event  through  Facebook   7.85%  

CONSUMER COMMENTS

•  Brides to be loved how simple, yet beautiful the booth set up was.

•  Many brides to be were taking photos of the Candy Corn bouquets.

•  “We love Jelly Belly, thanks so much for the sample”

•  “These have been my favourite candies since I was a child, brings back so many

good memories”

•  “Wait I can win 25,000 of Jelly Belly’s? That’s like a lifetime supply!”

•  “Jelly Belly is the only jelly bean as far as I’m concerned”

•  “Our entire family loves Jelly Belly”

•  ‘Where can I find all 50 flavours? I’d love to try them all”

•  “Oh you guys, just made waiting in line so much better.”

•  “I’ve never had Jelly Belly before, but wow are those jelly beans ever delicious.”

•  “I love the Jelly Belly Calculator, such an amazing and useful tool.”

CHALLENGES    •  A lot of brides/ consumers were sampling from the display and despite our

best efforts had a difficult time stopping them.

•  Having to watch out for police or bylaw officers…it was explained to us that companies can receive fines for guerrilla marketing including brand ambassadors carrying out the activation.

•  Weather – with the heavy winds and continuous movement of the line into the show did not allow for good conversation with consumers.

•  Depending on the activation having to walk to and from the car can sometimes lessen the amount of sampling time with consumers.

•  Not paying for onsite sampling at special events makes it very difficult for sampling as security is very quick to kick the team off private property.

HIGHLIGHTS •  As of October 10th we distributed 80,117 samples and 43,650 bridal/contest

postcards, driving brand awareness while directing consumers to selected websites & social media pages

•  Creating a buzz for Jelly Belly jelly beans - a great addition to any wedding or special occasion

•  Sampling at concerts such as Katy Perry, Bruno Mars or at National Bridal Show with guaranteed traffic - it was easy and enjoyable handing out all allocated samples

•  Consumers who have had Jelly Belly in the past are always very excited to receive a free sample

•  Brides had a blast taking photos and posing in front of Mr. Jelly Belly backdrop •  The Live Nation events & Concerts in the Park were great as concerts provide

the ideal opportunity to sample target audience plus, other types of consumers •  Pride Parade was a HUGE success as many people showed up and consumers

loved receiving the samples

RECOMMENDATIONS    •  Continue sampling at festivals & concerts. This guarantees traffic and

targeted demographic •  Purchase more sponsorship rights to sample onsite at more festivals. We

run the risk of being asked to leave, if we are not a sponsor! •  Sampling should primarily be done in the summer months or indoors •  Sampling in good weather and rescheduling events where weather

effects traffic flow •  Bigger bags to accommodate postcards and samples neatly •  Immediate ‘onsite’ contests with smaller prizing e.g. Caps, T-shirts etc. •  Engage consumers with a game like “guess this flavour for a chance to

win xxx prize or branded gear… “ •  Use Mr. Jelly Belly mascot to draw consumers attention

TORONTO

TORONTO

CALGARY

CALGARY

MONTREAL

MONTREAL

OTTAWA

THANK YOU and… Let’s Go Shopping!

OPTICOM MARKETING GROUP LTD.

115 George Street, Suite 709 Oakville, Ontario Canada L6J 0A2 Phone (905) 845-9606 W: http://OptiCom-Marketing.com