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Jelly Belly Rolls With Recipe Game

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CHICAGO Jelly bean gourmands will have an opportunity to create a new taste sensation in the Jelly Belly Recipe Game launching Jan. 22.

Print ads created by Nice, San Francisco, will appear in women's titles during the first quarter. The executions are in development but will tout the recipe promotion through July 31. Thereafter the creative will support the Fairfield, Calif., Jelly Belly brand, as will 10-second TV spots that will appear on prime time syndicated programming.

The national promotion will be flagged on 6 million specially marked Jelly Belly packages. Each bag will contain an instant-win game piece inside and an invitation to create a new Jelly Belly recipe by combining existing flavors like a cappuccino and chocolate pudding beans to concoct cafe mocha. The Jelly Belly brand sports 50 official flavors from A&W Cream Soda to Wild Blueberry.

Consumers can submit their flavor ideas to www.recipegame.com for a chance at winning the $10,000 grand prize. They also can enter the code from the scratch-off game piece to win one of 100,000 prizes.

Jelly Belly Candy drew more than 200,000 entries with the "$250,000 Taste the Mystery" promotion, which concluded last August. Consumers were invited to log onto tastethemystery.com and guess the flavor of the white beans with a red question mark that were mixed in the colored Jelly Belly candies.

Among the prizes available through the guessing contest, sweepstakes and the instant game were $100,000, a trip to Jelly Belly headquarters in San Francisco, Apple iPod Shuffles and Mini Cooper cars. Launch Creative Marketing, Chicago, handled that promotion's POP, package design and online outreach and iC Group, Chicago, designed the online game site.