Cheese and pickle have teamed up once again, with the announcement that Branston Pickle and Pilgrims Choice have formed a strategic partnership to reinforce associations between the two products.
The brands will celebrate the classic pairing by joining forces on their marketing activities, launching a new campaign that will combine social media with targeted shopper engagement and in-store sampling across the UK. They are hoping that the initiative will “drive frequency of purchase and usage” for the brands’ established and newly launched products alike.
In March, we reported on Branston’s launch of a new range of chutneys; a television advertisement for the range showed an avid consumer carving an elaborate mountain of cheese – topped off with Branston’s for the finishing touch.
Pilgrim’s Choice brand director Mike Harper said: “Both Pilgrims Choice and Branston share similar brand values and consumer heartlands, have strong prompted awareness – Pilgrims Choice at 92% and Branston at 89%. These powerful complementary attributes we believe will provide an excellent platform from which to engage consumers in a fun, credible and compelling way.”
Lorna Kimberley, head of marketing for Branston brand owner Mizkan Euro, added: “Our products share the same usage occasion, the mighty sandwich, so working together is a natural fit. Our main objective through this partnership is to drive frequency of purchase of both brands; we know the nation favours a cheese and pickle sandwich and we’ll highlight they’re at their best when you invest in quality products.”
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