Ogre turns out to be a real sweetie

When family favourite DreamWorks’ Shrek The Musical stomped into the West End, aka established some audience-friendly, fun and eye-catching partnerships with major consumer brands to raise awareness and build excitement for the musical.

Jelly Belly, a classic American brand, became our official “sweetie” partner. The co-branded activity as part of this relationship consisted of on-pack activity across a number of retailers including 500,000 packs promoting a VIP weekend break to London to see the show.

In addition, Jelly Belly also let their freak flag fly (as Shrek himself would put it) by getting creative. A record 10,000 beans were used to create a unique Shrek the Musical portrait that has been displayed at the Theatre Royal Drury Lane – where the show resides – as well as independent sweet shops, garden centres and shopping malls outside London.