The document summarizes Jelly Belly's activations at various wedding shows from 2014-2015. Key objectives were to drive trial of Jelly Belly candy bars and wedding opportunities. Ambassadors sampled Jelly Belly products and promoted contests at shows in Toronto, Vancouver, and Montreal. Surveys found most brides reacted positively to using Jelly Belly beans in weddings. While some mentioned other candies, Jelly Belly was the top choice. Recommendations included focusing on major wedding markets and streamlining display props for future events.

1. Jelly Belly
2014 – 2015
Wedding Shows
Post-Mortem
This%document%is%intended%only%for%the%individual(s)%or%entity%to%whom%or%to%which%it%is%addressed%to%and%contains%conceptual%and/or%intellectual%property%and%
information%that%is%privileged,%confidential,%and%subject%to%copyright.%The%right%to%use%this%information%in%whole%or%part%thereof%in%any%form%is,%and%shall%remain%
the%exclusive%right%of%OptiCom%Marketing%Group%Ltd.%Any%unauthorized%use,%copying,%review%or%disclosure%is%strictly%prohibited.%%

2. • Drive&awareness&of&Jelly&Belly&Candy&Bar&Wedding&opportuni8es&
• Drive&par8cipa8on&in&the&Jelly&Belly&“Ul8mate&Wedding&Bar”&Contest&
via&Jelly&Belly&Canada&Facebook&page&
• Effec8vely&engaging&and&interac8ng&with&consumers&in&sharing&
product&informa8on&and&showing&how&Jelly&Belly&can&add&flavour&to&
any&wedding&party&
• Drive&awareness&and&trial&of&Jelly&Belly&jelly&beans,&and&social&media&
engagement&&
Our Deliverables

3. Brand Objectives
• Key&Objec8ve:&TRIAL&and&EDUCATION&on&the&candy&bar&display&
opportuni8es&and&having&Jelly&Belly&be&a&part&of&their&special&wedding&
day&
• Communicate&the&various&choices&and&varie8es&of&Jelly&Belly&jelly&beans&
• Communicate&Jelly&Belly&social&media&channels&for&product&
informa8on,&product&use&and&special&occasion&opportuni8es…&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&
&

4. Activation Components
Jelly Belly
Ambassadors
&
• Outgoing&
• Engaging&
• Dynamic&&
• Knowledgeable&
&
• Passionate&

5. Candy Bar Menus & Contest Handouts

6. Facebook Eng. & Fr. Contest

7. Toronto Bridal Show
Fall$Na&onal$Bridal$Show$$
Interna&onal$Centre$4$6900$
Airport$Road,$Mississauga,$ON,$$
L4V$1E8$$
Sept/05/2014$
4:00PM$4$$9:00PM$
Sept/06/2014$
10:00AM47:00PM$
Sept/07/2014$
10:00AM46:30PM$
$
Average&Age&of&Couple& 25&O&34& 25&O&34& 25&O&34&
Avg.&Number&of&Quality&
Consumer&Interac8ons&
500& 1,000& 750&
Avg.&Number&of&Impression&&&&
(foot&traffic)&
1,500& 2,500& 1,200&
Total&Number&of&Samples&
Distributed&&
600& 1,200& 900&
Total&Number&of&Wedding&Cards&&
600& 1,000& 900&
Number&of&Consumers&Aware&of&
Jelly&Belly&“Ul8mate&Wedding&
Candy&Bar”&Contest&
50%& 50%& 20%&

8. Toronto Staff Feedback
“Brides&loved&the&autumn&display”&
“Many&brides&were&taking&
pictures&of&the&booth&in&effort&to&
replicate&the&displays.&&
“Great&ac8va8on&and&enthusiasm&for&&
Jelly&Belly&Facebook&page”&
“Brides&were&drawn&to&the&
simplicity&and&mul8tude&of&
colours&that&Jelly&Belly&can&
beau8fully&assemble&and&
display.&Brides&were&taking&
pictures&and&loved&the&candy&
corn&bouquet.”&
“Overall&a&“hit”&and&it&made&
brides&smile.&Everyone&
wanted&to&replicate&this&
premium&candy&display&.”&
“There&was&a&buzz&above&the&room&
at&the&front&door&of&the&Jelly&Belly&
booth.&It&was&the&most&fun&and&
well&regarded&booth.&Brides&loved&
that&ar8s8c&display.”&

9. Facebook Contest – National ex. Quebec
• Toronto&Bridal&Show&Sept.&3&–&5,&2014&
• Facebook&Ticket&giveOaOway&
• English&Canada&Wedding&Contest:&&
&&&&&&Sept.&3&–&Oct.&3,&2014&
• 4&weeks&contest&=&11,266&entries&
• Social&Media&Reach:&31,816&–&no&BoostPost&
• Ac8ons:&280&
Visit us at
booth #422
for wedding
favours and candy
bar ideas
or online at
JellyBelly.ca

10. Vancouver Wedding Fair
Weston$Bayshore$Hotel:$Wedding$Fair$
1601$Bayshore$Drive,$Vancouver$BC.$V6G$2V4$
Jan/10/2015$
10:00AM45:00PM$
Jan/11/2015$
10:00AM45:00PM$
Average&Age&of&Couple& 26O32& 26O32&
Avg.&Number&of&Quality&Consumer&Interac8ons& 1,600& 1,200&
Avg.&Number&of&Impression&(foot&traffic)& 3,000& 2,000&
Total&Number&of&Samples&Distributed&&&&&&&&&&&& 1,950& 1,950&
Total&Number&of&Bridal&Show&Cards&&&&&&&&&&&&& 600& 500&
Number&of&Consumers&Aware&of&Jelly&Belly&
“Ul8mate&Wedding&Candy&Bar”&Contest& 20%& 20%&

11. “People&loved&the&idea&of&using&Jelly&
Belly&at&their&wedding&and&loved&the&
candy&bar&display...”&
Staff & Consumer Feedback
“The&Jelly&Belly&calculator&was&a&
fantas8c&idea&and&brides&
commented&on&the&prac8cality&
and&cleverness&of&the&app.&
Many&brides&to&be,&had&mental&
images&of&being&buried&in&Jelly&
Belly.&Thought&it&was&fantas8c!”&
“Brides&loved&the&varie8es&of&colours/candies&
available–&many&commented&that&Jelly&Belly&could&
fit&into&any&colour&theme.”&
“The&event&went&really&well,&
everyone&had&to&come&by&
our&booth&on&their&way&to&
the&fashion&shows.&Almost&
all&of&them&stopped&to&look,&
take&a&sample,&and&ask&us&
ques8ons.”&

12. Wedding Show Contest
WEDDING$SHOW$GRAND$PRIZE$WINNERS:&
• Dream&Wedding&Winner:&Jana&Vranova&and&Marek&Sisolak&
• 1st&Runner&up:&Andrea&Vanderveiden&and&Brady&Carpenter&
• 2nd&Runner&up:&Nikita&Delorme&and&Arman&Mirsunaye&
• 3rd&Runner&up:&Sandra&Ireland&and&Jason&Wolfe&
• 4th&Runner&up:&Bremna&Cabling&and&Kevin&Wong&
• 5th&Runner&up:&Nyree&Gu8errez&and&Theo&Hipol&
Jelly$Belly$BOOTH$PRIZE$WINNERS:&
• Dinah&MacArthur&&
• Kathleen&Noble&&
• Kristen&Mayfield&
• Julia&Clissold&&
• Samatha&Greene&&
• Jess&Lee&&

13. Facebook Contest – National ex. Quebec
• Vancouver&Wedding&Fair&Jan.&10&–&11,&2015&
• English&Canada&Wedding&Contest:&Jan.&9&–&23,&2015&O&desk&&&mobile&apps.&&
• 2&weeks&contest&=&4,566&entries&
• Social&Media&Reach:&103,752&O&BoostPosts&
• Ac8ons:&1,792&&

14. Montreal's Le Salon de la Mariee
Palais$$Des$Congress$De$Montreal$$
163,$Rue$Saint4Antoine$West$$
Montreal$QC$H2Z$1H2$
Jan/312015$
10:00AM45:00PM$
Feb/1/$2015$
10:00AM45:00PM$
Average&Age&of&Aqendees& 23O40& 23O40&
Avg.&Number&of&Quality&Consumer&Interac8ons& 950& 1,100&
Avg.&Number&of&Impression&(foot&traffic)& 1,600& 1,750&
Total&Number&of&Samples&Distributed&&&&&&&&&&&&&& 1,250& 1,050&
Total&Number&of&Bridal&Show&Cards&&&&&&&&&&&&&&& 1,010& 875&
Number&of&Consumers&Aware&of&Jelly&Belly&
“Ul8mate&Wedding&Candy&Bar”&Contest& 25%& 25%&

15. Staff/Consumer Feedback
“A&Jelly&Belly&candy&bar&
seemed&to&be&one&of&the&
highlights,&and&an&essen8al&
component&of&the&wedding&
planning&process&for&most&of&
the&brides&and&grooms&at&the&
Montreal&Wedding&Show”&
“The&idea&of&having&all&of&their&
wedding&recep8on&candy&
needs&fulfilled&by&the&
“Ul8mate&Wedding&Candy&Bar&
Contest”&was&a&major&plus.&
Many&commented&that&they&
would&be&par8cipa8ng&in&the&
contest,&as&25,000&jelly&beans&
was&literally&an&unbelievable&
and&temp8ng&prize.”&&
“They&really&enjoyed&the&candy&displays&and&said&that&it&
gave&them&really&good&ideas&as&to&what&they&could&do&
for&their&wedding.“&

16. Facebook Contest – Quebec Only
• Montreal&Wedding&Show&Jan.&31,&O&Feb.&1,&2015&
• Quebec&Only&Wedding&contest&&Jan.&30&O&Feb.&13,&2015&O&desk&&&mobile&
• 2&weeks&contest&=&2,143&entries&
• Desk&&&Mobile&Contest&&
• Social&Media&Reach:&
&&&&&desk&&&mobile:&200,050&O&BoostPosts&
• Ac8ons:&265&&
&&&&&&

17. Facebook Contest – Quebec Only

18. Overall Results
$
$$$$Ontario&Ac8va8on:&
– 2,700&Brides/Couples&Sampled&
– 2,500&Wedding&Cards&Distributed&
– 5,200&Impressions&
&&&&Vancouver&Ac8va8on:&
– 3,900&Brides/Couples&Sampled&
– 1,100&Wedding&Cards&Distributed&
– 5,000&Impressions&
&&&Montreal&Ac8va8on:&
– 2,300&Brides/Couples&Sampled&
– 1,885&Wedding&Cards&Distributed&
– 3,350&Impressions&
&&&Contest&&&Facebook&Impressions:&
– 17,975&Entries&
– 335,&618&Social&Media&Reach&
– 2,337&Ac8ons&
&

19. Consumers “Other” Choices
• Other&“candy&op8ons”&consumers&men8oned&
&&
• Chocolate&
• Gummy&candies&
• Gum&balls&
• M&M’s&
• Coqon&Candy&
• Personaliza8on&
• That&being&said,&an&overwhelmingly&high&
propor8on&of&consumers&already&envisioned&
Jelly&Belly&jelly&beans&as&the&candy&choice&for&
their&wedding&

20. • Consumers&reacted&favourably&with&the&idea&of&using&Jelly&Belly&jelly&
beans&in&associa8on&with&their&wedding,&and&in&fact&loved&the&
“Candy&Bar”&displays&
• Couples&were&thrilled&with&the&presenta8on&and&setOup&of&the&booth&
e.g.&the&elegance&of&being&at&a&wedding,&yet&offers&fun&and&crea8vity&
with&the&flavours&
• Brides&were&delighted&to&see&the&variety&of&colours&that&were&on&
display&in&having&the&ability&to&incorporate&the&colour&of&Jelly&Belly&
jelly&beans&with&their&own&colour&theme&
Core Competencies

21. • Engage&only&in&large&wedding&shows&in&Montreal,&Toronto&&&Vancouver,&and&book&
early&to&ensure&best&possible&booth&loca8on&
• Offer&“wedding&favours”&and/or&“wedding&bar”&products&in&a&small&plas8c&Jelly&
Belly&“wedding”&branded&bags&
• Streamline&wedding&props&(glass,&flowers&etc.)&&&featured&“candy&bars”&with&other&
products&
• Inves8gate&more&efficient&&&effec8ve&logis8cs&&&storage&for&wedding&props&
• “Our&booth&was&in&an&op8mal&posi8on&as&all&couples/consumers&had&passed&
through&on&their&way&to&the&fashion&show”&
• “On&average,&most&brides&were&thrilled&with&the&presenta8on&and&elegance&that&
the&Jelly&Belly&booth&offered”&
• “Everyone&who&stopped&at&our&booth,&sampled&and&interacted&with&us,&loved&the&
flavour&quality&of&the&Jelly&Belly&jelly&beans”&
• “There&were&a&handful&of&consumers&that&were&ecsta8c&to&hear&that&Jelly&Belly&jelly&
beans&can&be&mixed&and&matched&in&crea8ng&a&well&known&food&flavours…”&
&
Recommendations/Staff Feedback

22. OPTICOM&MARKETING&GROUP&LTD.&
115&George&Street,&Suite&709&&
Oakville,&Ontario&Canada&L6J&0A2&&
T:&+1&(905)&845O9606&&
W:&hqp://Op8ComOMarke8ng.com&
E:&Success@Op8ComOMarke8ng.com&