Branston Pickle has teamed up with DS Smith Packaging to help relaunch its ‘Bring out the Branston’ campaign. The 90-year-old Branston Pickle brand was sold by Premier Foods to Japanese firm Mizkan for £92.5m in February 2013. The new owners are investing heavily in the brand, as well as launching the product’s first TV ad in seven years. Mizkan has also run a promotion where alongside a cap printed with a bread design, they created two different labels for the Branston pickle jars, one reading ‘Bring Out’ the other ‘Branston’.
Created as a novel and fun way to engage customers, the two new labels aim to increase the average basket purchase from one to two jars.
“The idea is that shoppers buy both special edition jars and have both in their kitchen cupboard to enjoy the ‘Bring out (the) Branston’ humour at home,” said Jeena Patel, spokesman for Mizkan. “Because of this, it was vitally important that the RRP we developed supported the campaign and communicated the message. The two-label design has been created as a novel and fun way to engage customers and increase the average basket purchase from one to two jars.”
Tony Foster, sector director, DS Smith Packaging, said that being involved in the relaunch of one of the country’s best loved products was a great opportunity:
“Time was of the essence in this project, and through the skill of our people we were able to quickly turn around RRP that not only works efficiently in transit, but is also effective in supporting sales success.”
The response to the ‘Bring Out the Branston’ campaign has been very positive for Mizkan, and as a result, the company may look to make some of the special edition designs a more permanent feature.
Although the company has run in-store price promotions before, this is the first time it has undertaken an in-store product promotion, and Jeena Patel says they are now keen to do more.
“This was a big step, and the response has been great so we could look at making a permanent change,” she said. “This will include lots of NPD and, of course, new designs for our packaging, so there should be lots of opportunity to collaborate with DS Smith in future.”
In 2013, Branston Pickle announced its first TV advertising campaign in five years. The campaign was part of owner Mizkan Europe’s overall ‘Make it Special’ activity for the brand.
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