Pickle brand Branston has announced new investment in a marketing campaign to support its range of chutneys.
The campaign is developed around a new television advertisement, which sees a man working through the night to create an intricate carving made from cheese, which is then “finished” by the addition of a dollop of Branston chutney.
Launching on 16 March, it seeks to target busy parents and drive awareness and purchase intent among the over-45s, the producer said. It will be broadcast in a mixture of 20- and 10-second formats, initially for a four week period. The advertisement will be supported by TV bolt-on adverts, ATM advertising outside major multiples, in-store sampling and full PR and social media support.
Branston brand owner Mizkan Euro claimed that the investment demonstrated its commitment to the heritage brand. It will bring its total investment in television advertising up to £1.5m.
Mizkan Euro managing director Paul Shanahan said: “This is our second foray into TV advertising as Mizkan Euro, and part of our plan to grow the Branston brand. This advert targets the current Branston fan who is looking for more opportunities to enjoy the quality products they expect from the brand and showcases how our chutney can make cheese special.”
Mcgarrybowen executive creative director Paul Jordan added: “When you’ve lovingly carved a six foot high sculpture on your kitchen table, one really should make it special with a healthy dollop of Branston chutney.”
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