The creative, by mcgarrybowen, is dubbed The Apologist. The story plays on the relationship between a young boy and his hapless dad who is terrible at making things, whether it’s a birthday cake or building a toy rocket. However, he redeems himself by bringing out the Branston when making a sandwich for his son’s lunch to ‘Make It Special’.
The creative will debut on 5 December high-profile slots including the Coronation Street ad break on 8 December. The ads will run until the first week of March with a mixture of 60-, 30- and 10-second formats.
All media planning and buying has been undertaken by UM, with media spend totalling £1.7m so far, and set to reach £5.9m over the next 18 months. Production was by Academy, led by directors Si & Ad.
Branson Pickle was bought by Mizkan Europe in February 2013 for a cash consideration of £92.5m as part of its acquisition of Premier Foods’ sweet pickle and table sauces business.
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