Jelly Belly Plans a Review For Summer

Jelly Belly gourmet jelly beans will begin looking for a new agency this summer.
Herman Goelitz Candy in Fairfield, Calif., maker of the fruity candy that President Reagan made famous, will initiate a review for creative and media duties on its ad account after it fills the empty position of marketing director, confirmed company officials. Billings are estimated at $4-5 million.
Lutat & Batley Advertising in San Jose, Calif., which handled the account for about 20 years, closed its doors last winter when its two principals retired. Using the tagline “It tastes like a Jelly Belly,” the shop created radio and magazine ads and a popular Web site that gives away free samples. The print work continues to run in consumer magazines such as People, Better Homes and Gardens, Sunset, Cooking Light and Teen, said company senior vice president Peter Cain.
Billings have hovered around $2 million for the last four years, according to Competitive Media Reporting. With annual sales hitting the $100 million mark in the last fiscal year, the candy company is now ready to boost its spending and expand into TV and network radio, said Cain. The primary target group is women 18-54, with teens as its secondary target. “Men may eat a lot of our candy, but we find it is mostly women who buy it,” Cain said.
The new marketing director will lead the review process, “which we see as a great opportunity to look for new ideas and explore the creative talent available,” Cain added.
In addition to advertising, the company has traditionally relied heavily on promotions with TV game shows.