CheethamBell JWT

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Who we are

We’re what happens when a creative hotshop meets a global network. The result is the best of both worlds – entrepreneurial flair and can-do attitude backed by the thought-leading excellence and might of JWT. Brands thrive here because we give each one a powerful idea that works whatever the channel. Browse through our work. It speaks for itself.

JT sells out Jersey Live with our #JTFREEstival campaign

This summer, we created an integrated campaign for JT, centred on their sponsorship of the Jersey Live festival. As the main sponsor, JT were able to give away free tickets (worth £92) to customers signing up to any of their deals on Smartphones, broadband and pay as you go.

We invented a new term for the Channel Islands social media landscape: #JTFREEstival. Alongside social media the deal was communicated across press, outdoor, print and online, driving footfall and acquisitions. 1,600 tickets were given away prior to the festival, however participation with the campaign continued during the festival with extensive onsite advertising and engagements with the crowd.

Branded Polaroid frames were dotted around the site encouraging festival goers to take photos and tweet them using #JTFREEstival members of the crowd were able to see their faces on the JT screens on the main stage.

Branded glow bracelets were given away, activated only by movement, adding to the atmosphere, along with RGB wallpaper in JT V.VIP areas. 

For the first time the festival was a sell-out, attracting a crowd of 20,000.

Opinion: Q. How do you beat an idea like ‘Share-A-Coke’

A: Spell their name wrong.

In 2010, Coca Cola launched ‘Share-a-Coke’ in Australia. A simple but immensely effective campaign, which saw supermarket shelves become war zones and left hipsters crying into their Pepsi when they couldn’t find Delilah, Hudson or Ike on bottles of their daily fix of Diet Coke.

Those lucky 250 people with their straight-down-the-line names took photos of their cans and bottles. They tweeted. They Instagrammed. They Facebooked. They Reddited. They did it all. Boasting that they had a Coke with their name on. Social sharing went through the roof.

Annoyed that Colin wasn’t a hipster or mainstream name, I started unfollowing Jessica, Laura, Anthony, David, Luke and Josh.  Everything was right with the world again.

Coca Cola saw a 2.9% revenue increase YoY for actually removing their branding and swapping it with a name. Genius and unrepeatable, right?

Since the roll out of this campaign by Coca Cola, advertising agencies with FMCG clients have been awash with endless amounts of brainstorming and full waste paper bins trying to answer the question “How do we better that?” and almost 100% percent of the time arriving to the same conclusion. We can’t.

But little did we know, right under our noses, someone else took the concept. Flipped it on its head and made it available to everyone. Not just Jessica, Laura, Anthony, David, Luke and Josh; but Colin as well.

You know who I mean. Starbucks.

They’ll write your actual name on your cup. Caffeine fix sorted. Coke not required. But what’s shareable about that? Some guy with tremendous facial hair writing your name on a takeaway cup. I can do that myself.

But, you get your cup from said bearded fellow and…WAIT….who the hell is Collion?

I’d just got off a flight at JFK and, not in the mood to correct our friend, I took away my cup, took a photograph and tweeted it. Immediately. The tweet probably included an insult about this clearly uneducated chap. In the weeks and months that followed I started seeing other Facebook, Twitter, Instagram photos with other people’s misspelled names on their Starbucks cups.

“Hey. #Starbucks guy. How can you spell Michael wrong? #Mikhal #NoFilter”.

Then I saw this:

This video is a spoof, but think about it a bit. This happens so often it can’t be completely accidental. As you can imagine Starbucks will neither confirm nor deny whether this is a true representation of their plans when they decided to go with the personalised cups. But being in a creative and digital-focussed career I guess we’d all like to think this was some genius planning to drive social sharing.

So, how do you beat an idea like Share a Coke? Ask Starbucks.

PS. To go with my Collion. I have a Collin and a Carl.

PPS. I ordered a Share a Coke with my name on online.” rel=”attachment wp-att-2773″>

Show us your best Yawnie!

CBJWT have launched the first ever social media campaign for Dreams, the bed specialists, inspired by the latest TV ad. We’re looking for Britain’s worst yawnface with the most deserved yawner winning a good night’s sleep with £500 worth of Dreams vouchers. All part of our over-arching ‘Because your sleep matters’ campaign for Dreams.

Soreen Digital: Original vs. Banana

We have started a series of Facebook competitions for Soreen, which aim to highlight the versatility of the Soreen range. The first one, ‘Original vs. Banana’ asked Soreen fans to choose their favourite flavours to be in with a chance of winning a year’s supply of Soreen. The competition received over 5,400 entries, gained 3,820 Facebook likes for Soreen’s official page, and generated a further 2,120 entries to Soreen’s email database.

One big idea for JT drives a powerful, multi-channel campaign

The Channel Islands is a competitive landscape for telecommunications providers, with three providers available to the 164,000 islanders. It was essential when communicating the reasons to choose JT that the messages were bold, impactful and memorable in order to generate cut-through and gain a competitive advantage.

We needed an idea that would start conversations and drive web visits and store footfall. The campaign needed to work across various channels and be flexible to work across JT’s entire product range, while challenging their competitors’ claims on product, value and service.

#SaidNoOneEver is a common term in the Social Media landscape and JT looked to own this term in the digital arena within the Channel Islands. It allowed us to create a customer problem ie. Running out of data and flip it on its head by following it up with the solution that JT would provide ie. Get 10,000MB of data, only from JT.

In summary, #SaidNoOneEver for JT comprised:

1 big idea, 1 social media strategy, 16 teaser ads, 44 press ads, 36 Facebook posts, 2 store liveries, 36 consumer voxpops, outdoor guerrilla marketing, Facebook livery, 2 website re-brands, 4 radio scripts, 8 world cup ads, 5 email design and build, 1 campaign microsite, 25 online display banners, 5 Facebook ads,1 Facebook app, 2 competitions.

Paused video games come to life with Taste Inc.

We created a new ad campaign for microwaveable sandwich and burger brand, Taste Inc.  The 3 executions present an amusing take on what might happen to characters in a video game once the gamer hits the pause button and goes off to microwave a Taste Inc. burger.

Two comedy actors provide the voices for the characters and really bring the campaign to life. The Youtube videos we have created have racked up over 1.6 million views on the Taste Inc. Youtube account through direct targeting ads.



Magnet’s 2014 Beauty Built In Campaign

After launching the hugely successful ‘What Happens in Your Kitchen’ campaign in 2005, and developing it for 7 years, CBJWT were briefed to evolve the Magnet brand idea to incorporate the belief that the quality on the inside of a kitchen is just as important as its visual style.

Now in its second year, the ‘Find Beauty Built In’ campaign encourages customers to look deeper and ask whether the kitchen they’re buying is as impressive on the inside as it is on the outside.

Totally Beachin’ TV Campaign for On The Beach


On The Beach, the online travel agency, has appointed Cheethambell JWT to make its first ever TV advertising campaign. The ad will be aired on ITV and Channel 4 during 2014. On The Beach has already successfully established a large online presence, in the 10 years they have been online, but this is the first time that they have used TV advertising.

Due to the fact that On The Beach only do great beach holidays, we created an entirely new word to capture this sense of beach holiday excitement and enthusiasm – Beachin’! The advert follows a very smooth and cool – ‘totally beachin’ guy’ as he talks about the On The Beach holiday and booking experience. We were able to develop a unique word that offers On The Beach a quick and easy way to talk about beach holidays and everything that they and holidaymakers love about them.


Smartphone App Competition is a winner for Pricerunner


Shopping comparison site, Pricerunner, wanted to increase audience participation on both its Facebook and Twitter pages. So we devised a competition to give away an iPhone 5 and a Samsung Galaxy S4 which helped them do just that. We created a custom app which asked users to choose between the phones. To encourage extra rivalry, we created a score sheet on the final page of the app that pulled in the latest tweets to show which phone was winning. All those taking part were entered into a sweepstake to win the selected phone. Over 5500 people entered by Twitter and 8700 by Facebook – a winner all round!


Our first TV campaign for Britain’s largest online-only bathroom retailer, Victoria Plumb, has just won ‘Campaign of the Week’ in Retail Week.
We pull the plug on bathroom salesmen in our TV ad, which shows the futility of visiting expensive showrooms when you can buy top quality bathroom suites online at great prices. A woman unexpectedly finds herself in her bath with a showroom salesman to illustrate that you have to pay extra when you shop on the high street.
The Victoria Plumb campaign has been delivering great results which just goes to prove that the simplest ideas are the best.



Microwave meals brand Taste Inc has appointed CBJWT to handle brand strategy, advertising, social media and SEO work.
The brand has briefed us to help it to promote its range of 12 products – including burgers, sandwiches, baguettes and ciabattas. We created their first marketing campaign which encourages their consumers to ‘Do something good in 90 seconds’. A series of Youtube films shows the fun you can have while you wait for your tasty Taste Inc meal to heat up. We’ve underpinned the strategy with the strapline ‘Good Food Fast.’



In our first commercial for Britain’s largest online-only bathroom retailer, Victoria Plumb, we show the futility of visiting expensive showrooms when you can buy top quality bathroom suites online at great prices. A woman finds herself in her bath with a salesman to illustrate that you have to pay extra when you shop on the high street. With Victoria Plumb, you cut out the middleman. In the commercial the salesman then disappears, leaving the woman to relax knowing that she’s bought a quality bathroom at a great price.