Branston, the UK’s best-selling pickle brand, has launched a new Pickle Pioneers campaign as part of a wider marketing strategy to encourage consumers to use the product as a cooking ingredient. The aim of the campaign is to engage a new audience of food enthusiasts and encourage consumers to use the product in home cooking through an on-pack promotion and an online competition.
As part of this campaign, Branston has partnered with three food bloggers to create a series of recipes to educate consumers on the versality of using Branston Pickle to add flavour to meals and inspire new and exciting ways consumers can enjoy the product. The content is hosted on a bespoke website for the campaign, www.picklepioneers.co.uk, which features step-by-step videos of the three bloggers’ recipes: Helen’s “Spaghetti Bolognese”, Lisa’s “Cottage Pie” and Dan’s “Chicken Marinade”.
The campaign will be amplified through an in-store on-pack promotion, where one million on pack stickers will be added across Branston’s key lines of Original and Small Chunk pickle jars displaying the bloggers’ recipes.
When purchasing the product, consumers will be encouraged to share how they use Branston in their recipes across Instagram and Twitter, using the hashtag #PicklePioneers. They will be automatically entered into a competition to win £500 worth of cooking kits. Starting in March, this on-pack promotion is set to further encourage people to use Branston as part of their home cooking repertoire.
Lorna Kimberley, Head of Marketing, Mizkan Euro, says: “Our objective with this new campaign is to drive frequency of purchase amongst a captive audience of food lovers. We know through research that consumers are already using Branston in a variety of dishes from Spaghetti Bolognese to traditional favourites such as Cottage Pie. We want to highlight Branston’s versatility and show how it can be enjoyed in many ways beyond the traditional sandwich. Our bloggers highlight how easy it is to add a dollop of flavour to your dishes and we look forward to seeing how other Branston fans experiment with Branston in the kitchen.”
The Branston brand is owned by Mizkan Euro, the European subsidiary of Mizkan, a privately-owned Japanese business started in 1804, which is the number one Sushi seasoning supplier in the world. Mizkan is a global business with over 210 years’ experience in producing high quality products. Mizkan Euro brands include Branston Pickle, Hayward’s Pickled Vegetables, Sarson’s Vinegar and Dufrais vinegar.