Branston, the UK’s favourite pickle brand, will be sampling at the Battle Proms and Folk by the Oak this summer to raise awareness of its chutney range and its use in the traditional British picnic. The sampling series, using the Branston Pickle van, will run across the country in July and August.
The sampling activity consists of five Battle Proms concerts, the UK’s premier picnic concert series, and an appearance at Folk by the Oak, a one day festival at Hatfield House in London. The picnic-focussed events are the perfect pairing for a brand that is synonymous with sandwiches and the picnic occasion.
According to consumer research by Branston, 24% of the UK currently include Branston Pickle in their picnics. The summer sampling activity aims to also drive association for Branston Chutney with the meal occasion.
The brand will amplify the activity through targeted social media and by offering VIP tickets to the music events through social media competitions. Attendees will also have the opportunity to sign up to receive digital coupons to get money off their next purchase of Branston, extending the longevity of the campaign.
The Branston Chutney range launched for Christmas in 2014 and is the fastest growing chutney in the category, with 84.7% growth year-on-year.
Jonathan Jones, Branston Assistant Brand Manager said: “We want to extend the chutney eating occasion from a Christmas cheeseboard into the summer months by demonstrating how well they work for picnics. The picnic concerts have a discerning picnicker attending and we can’t wait to show them how they can make their hampers special with Branston.”
Branston Pickle will be sampling across the country from 9th July to 13TH August at the following locations:
- Battle Proms, Burghley House, Lincolnshire: 9th July;
- Battle Proms, Blenheim Palace, Oxfordshire: 16th July;
- Battle Proms, Hatfield House, Hertfordshire: 23rd July’
- Folk by the Oak, Hatfield House, Hertfordshire: 24th July;
- Battle Proms, Highclere Castle, Berkshire: 6th August;
- Battle Proms, Ragley Hall, Warwickshire: 13th
The Branston brand is now 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 Euro owns Branston Pickle, Hayward’s Pickled Vegetables and Sarson’s Vinegar.