Summer Review at Jelly Belly

Seeks Successor to Its 20-Year Ad Partner
SAN FRANCISCO–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 Ronald Reagan made famous, will initiate a review for creative and media duties on its advertising account after it fills the empty position of marketing director, confirmed company officials.
Billings are estimated at $4-5 million. Incumbent 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 “It tastes like a Jelly Belly” as a tagline, the shop created radio and magazine ads and a popular Web site that offers 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 company is now ready to boost its spending and expand into TV and network radio, said Cain.
The primary target is women, 18-54. Teens are the secondary demo.
The new marketing director will lead the review, “which we see as a great opportunity to look for new ideas and explore the creative talent available,” Cain said.
The flagship Jelly Belly line, introduced in 1976, is distributed in 35 countries. The product is responsible for about 70 percent of the confectioner’s sales, per Hoover’s.