Pickle brand Branston has launched a new project to liven up children’s lunch boxes during the back-to-school period.
The activity, coinciding with the launch of the brand’s new website, is designed to introduce the product to a younger demographic and encourage a new generation of consumers to try Branston pickle.
The digital Bags of Fun campaign was created to target parents and young families, and consists of a gallery of cartoon illustrations, which can be used to decorate children’s lunch boxes. It was inspired by Bryan Dunn, an American art director and designer who drew a different picture on his son’s lunch bags every day for two years and got recognition online for his witty designs, Branston said.
Parents will be able to go to the Branston website, download and print an illustration of their choice, place a clear sandwich bag over the picture and draw directly on the bag with a permanent marker to create their own design. Alternatively, parents can open the design on their tablet and put a clear sandwich bag directly onto the screen and proceed to draw on the lines. The project will run across Branston’s website and the brand’s social media channels, including Facebook, Instagram and Twitter.
Lorna Kimberley, head of marketing for brand owner Mizkan Euro, said: “Branston will always make a sandwich that extra bit special but now parents have the tools to make it even more so! September signals the end of the holidays and this can be a tough time for both parents and kids. This activity finds a way for the brand to continue the summertime fun as kids head back to school.”
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