Haywards, the Mizkan Euro brand of pickled vegetables, has launched a new campaign to target millennial males and encourage them to become more passionate about salad by livening it up with pickled vegetables.
The Lad in Salad campaign is digitally led and has been developed following extensive consumer research that revealed there is a huge opportunity to be linked to the estimated 1.5 billion salad eating occasions in the UK each year. The research also found that millennial men over-index when it comes to using pickled vegetables and that 71% of people are now eating healthier than ever before – a perfect opportunity for Haywards to capitalise on, it said.
The activity, the first of its kind for the brand, will include sampling, digital advertising, SEO and a social media campaign.
As well as encouraging the use of Haywards products in salads, the campaign will build on last year’s rebrand, showcasing the versatility of its products and the “tang-o-meter” – a visual on-pack guide to the tanginess of the product. Recipe suggestions have been strategically developed based on SEO data by looking at the most popular search terms around salads.
The campaign also includes a content partnership with influential fitness vloggers The Lean Machines, whose food and lifestyle videos have had over 15 million views online.
Noa Hasegawa, Haywards brand manager for Mizkan Euro, said: “This campaign signals a bold new direction for the brand. Our research showed that there is a huge opportunity to link Haywards to the salad eating occasion. Our campaign aims to inspire a new generation of men to liven up their salads with Haywards pickled vegetables.”
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