Jell­-O is a nationwide dessert brand that has been offering consumers a quick and easy treat since the early 1900s. As a household name, Jell­-O has been trusted to provide customers with consistent, and quality desserts. Jell­-O is also an extremely versatile product and can be incorporated into many elegant desserts. However, there is no sense of elegance or luxury associated with the brand.

When used in the right way, Jell­-O can be incorporated into many impressive desserts. By taking a household name and elevating it to a luxury item, the brand can be established in a new market that has not been reached, increasing sales. This campaign also reaches existing customers who may not be aware of Jell-O’s extreme versatility in desserts. These improvements will all receive the same quality of products that the Jell-O name has always provided.

By providing a new look for a new type of product and a traditional product, we were able to reach a different audience of affluent foodies as well as those customers who already rely on Jell-O for their desserts. Appealing to the foodies’ nature and the home bakers, I included the tagline “For the home Chef” to be inspiring as well as attainable. The packaging features desserts that can be made using unflavored gelatin. This gives the customer ideas for things that they may be able to do as well. And by including a simple web address to Jell-O’s collection of recipes the customer is empowered to try the new product.

The ad campaign reached out to in-store shoppers and readers of food-based magazines (for example Bon Appetite, Allrecipes, and Food and Wine). The typography was simple, clean and elegant; all appealing to the affluent-foodie audience. Using the tagline “Earn your Michelin Star from Home” creates a sense of high accomplishment but something you could also do from home.