A coordinated SEO, paid search, and paid social strategy turned a beloved brick-and-mortar brand into a high-performing direct-to-consumer revenue engine.
With candy-making roots stretching back to 1869, Jelly Belly Candy Company is one of the most recognisable brands in the world. Sold globally, family-owned across six generations, and iconic in every supermarket aisle — but their eCommerce presence wasn't matching their brand status.
The goal was clear: transform from a brand people buy in-store into one they buy directly online, at scale, profitably.
The challengeJelly Belly needed to evolve from beloved brand to true eCommerce powerhouse. Their direct-to-consumer site wasn't driving meaningful revenue. Organic search had no real strategy. Paid media was inconsistent. And the brand's digital presence wasn't capturing the massive demand that clearly existed for their products.
The work required rebuilding organic and paid strategies from the ground up — and making them work together, not in silos.
The strategyWe started with branded terms and SEO-optimised content for core product keywords. Then we expanded into broader search terms — sugar-free jelly beans, Easter basket candy — targeting buyers who weren't specifically searching for Jelly Belly yet. FAQ content and schema markup secured first-position rankings for high-value search queries.
The result: organic traffic up 349%, organic search revenue up 694%, organic conversions up 671%.
We analysed online customer behaviour to identify exactly which search queries indicated purchase intent — jelly bean colour, bag size, flavour combinations. Budget followed performance. We only scaled spend when a channel proved it could return more than it cost.
Paid search delivered 286% more traffic, 574% more conversions, 747% more revenue, and a 765% return on ad spend.
We ran rigorous creative testing to identify exactly what offers, imagery, and value propositions convert Meta users. Only proven combinations ran at scale. The result was a 498% return on ad spend — consistent, profitable, repeatable.
Implementing consistent strategies across social, paid search, and SEO was brilliant — it dramatically increased Jelly Belly's reach into high-value audiences that were ready to convert. They took the time to get to know us, our business, and our clients, then delivered a strategy that achieved our goals.
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