Sarson’s campaign to encourage consumers to get pickling

Vinegar brand Sarson’s has launched a new campaign to encourage UK consumers to use vinegar to create their own homemade pickles.

The campaign will educate consumers on the subject of home pickling and inspire a new generation to give the method a go, Sarson’s said, adding that the trend had gained ground in recent years and had led to people “increasingly searching online for home pickling products”.

The Sarson’s Loves Pickling campaign, targeted at 25-45-year-olds, will run across digital, social and PR. As part of the campaign a number of how-to pickling videos will be used across video on demand, pre-roll and social media. In addition Sarson’s is partnering with a UK food website to spread the message of pickling, and will be creating eight pickling recipes to showcase the versatility of the process.

Pickling is the process of preserving a food through anaerobic fermentation, or by allowing it to rest in vinegar.

Sarson’s brand manager Noa Hasegawa said: “It’s great to kick off the second pillar of activity for the Sarson’s Loves campaign and focus on pickling at a time when consumers are so interested in finding out more. Our research showed a 14% year-on-year increase in searches relating to home pickling. Building on this interest and showing consumers the tricks and tips needed to get involved will only strengthen Sarson’s association with this food trend.”

Earlier in the summer, the brand launched a strand of the Sarson’s Loves series designed to promote the versatility of malt vinegar.