When The Beatles toured in the sixties, fans used to throw jelly beans at the stage because one of the band members once mentioned in an interview that they loved sweets! To pay tribute to The Beatles’ sweet tooth, Let it Be partnered with Jelly Belly in the West End.
The central aspect of this partnership was commissioning artist Malcolm West to create an amazing portrait of The Beatles in their Sgt Pepper outfits, through the media of Jelly Belly sweets. The portrait, which measures 1.83m x 1.2 m and weights 50 kilos, used over 15,000 Jelly Belly jelly beans and took 6 weeks to make.
As you can see, every minute was worth it. The finished article is currently in display at The Prince of Wales theatre. Unsurprisingly, it’s received some great press coverage including ITV News, Huffington Post, Liverpool Echo and the Independent.
On top of that, bespoke branded Let It Be pots containing red, white and blue Jelly Belly jelly beans were produced and distributed at show’s the press launch, while Jelly Belly have also generated more coverage on their www.whatsyourfavouriteflavour.com website.
Have a look at the portrait in situ below!