PROFILE
Eat, drink and be merry!
Beanstalk updates on its successful food and drink ranges
The Guinness brand continues to use its licensing business to create branded touchpoints for consumers and fans outside of the brands core beverage products. Allowing consumers to enjoy their Guinness through multiple product types whilst in the comfort of their own homes. The Guinness At-Home bar and Guinness coffee kept the brand top of mind during 2020, and the brand are continuing to build on this at-home occasion during 2021. A multi-deal Licensing partnership with The Flava People consisting of three separate launches uses an omni-channel approach to drive home a coherent brand message across touch points and channels, creating a meaningful connection between the consumer and
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the Guinness brand with Food. So far, the partnership has delivered four Guinness flavoured MRC products, including a marinade, paste and sausage mix, and three recipe mixes that launched in Tesco. The MRC range was launched in butchers and farm shops across the UK and garnered an influx of consumer generated content with a combined reach of approximately 110,000 users across Instagram and Facebook. The recipe mixes, available at Tesco, launched in formats traditionally associated with the Guinness flavour, introducing consumers to the idea of ‘Guinness with Food’ ready to transition them to a more experimental, semi-scratch cook format. The partners are now gearing up for their
full-range launch coming late 2021 and early 2022 across major retailers in the UK. The range will include 2 x Table Sauces, Guinness Paste, Guinness Salt, 2 x Rubs and 2 x Gravies. To promote this launch, The Flava People have developed a competition to give consumers the chance to win big in butchery. TFP have hidden four Guinness Magic Tickets in tubs of the MRC Guinness range and the finders of the hidden tickets will win star prizes like a trip to Dublin for two with a VIP trip to the Guinness Store House, a large Big Green Egg BBQ or two Guinness brand goodie boxes. Since launching in 2020, TGI Fridays have delighted their UK fanbase with a mouth-watering line of frozen appetizers, exclusively launched with category leader, Iceland. This follows an already established track record for over two decades in the North American frozen sector. Inspired by some of the restaurants’ best-selling dishes, the range delivers top quality, delicious menu items for consumers to re-create the TGI Fridays experience at home. Not only does the retail range help keep TGI Fridays top of mind for existing fans of the brand between visits, 40% of Iceland customers surveyed that tried the new range were new to TGI Fridays, illustrating how licensing can be leveraged to broaden a restaurant’s consumer base. Following the huge success of the initial launch, TGI Fridays and Iceland recently launched a new, dessert, delicious ice cream cakes. Adding to the existing range, the mouth-watering ice cream cakes are available in two great flavours, Cookies and Cream and Raspberry Ripple. The cakes consist of smooth vanilla flavour ice cream with tasty toppings on a biscuit base and are the perfect treat for any summer party or gathering The full range is still available at Iceland stores throughout the UK, as well as online.
TOTAL BRAND LICENSING
