UK pickle brand Branston has once again teamed up with cheddar brand Pilgrims Choice to form a strategic partnership that celebrates the pairing between their respective products.
The new promotional tie-up between iconic condiment Branston and cheese experts Pilgrims Choice will focus on driving frequency of purchase and usage through on-pack promotion. The on pack campaign, starting this month and running until the end of September, will give consumers the opportunity to enter a competition to win a year’s supply of cheese or pickle.
The brands will also be creating a series of recipes, highlighting new and exciting ways to combine the two food staples. The recipes will be hosted on a bespoke website launched for the campaign and will be supported through a joint PR and social media programme.
Lorna Kimberley, head of marketing for Branston brand owner Mizkan Euro, said: “Our main objective with this partnership is to drive frequency of purchase of both brands by highlighting how cheese and pickle are the perfect partners. As our products share the same usage occasion… as well as having similar brand values, working together is a natural fit.”
The two brands announced that they would pair up last year to highlight the affinity between cheese and pickle. They then collaborated on the development of a range of cheese-flavoured ice creams, designed to celebrate National Ice Cream Month.
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