Concord National conducts Jelly Belly contest
Concord National has begun a promotion called "Do Me a Flavour" for the Jelly Belly candy brand. The national initiative takes the form of a recipe contest during which consumers can submit ideas for new Jelly Belly flavours by combining existing flavours. Consumers can submit their recipes online at JellyBelly.ca for a chance to win daily prizes or the grand prize of a trip to San Francisco to visit to the Jelly Belly factory. The contest is being supported with a media campaign on Facebook and Kijiji, as well as in-store materials. "Our consumers are very socially active and we wanted to connect Jelly Belly flavours with our consumers' desire to create their own recipes, while awarding them with daily prizes," said Tina Ryan, senior national brand manage at Concord National. "We want consumers to have fun and engage them where they spent most of their leisure time." Concord National is the exclusive distributor of Jelly Belly products in Canada. The promotion was developed by OptiCom InterActive of Oakville, ON and will run from May 1 to Sept. 30.