The Jelly Belly Recipe Game will be flagged on 6 million Jelly Belly packages. Each bag will contain an instant-win game piece and an invitation to create a new Jelly Belly recipe by combining two or more of the company's 50 current flavors.
Print ads created by Nice, San Francisco, will appear in women's titles such as Family Circle, Martha Stewart Living, and Country Living 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.-based Jelly Belly brand, as will 10-second TV spots that will appear on prime-time syndicated programming.
Jelly Belly Candy drew more than 200,000 entries with its "$250,000 Taste the Mystery" promotion, which concluded last August.