The print ads, which will rotate on Fridays between the Daily Mail and Daily Express until 12 December 2014, feature two new characters that were created by its agency mcgarrybowen and illustrated by Paul Thurlby.
The brand is investing nearly a quarter of a million pounds over the next 18 months in the retro-style ads which aim to remind consumers of ‘the joys of Fridays’ and its traditional fish & chip supper, harnessing the association of the meal with vinegar to create the perfect end-of-week dining experience.
“We’re really proud of our new adverts and we hope they spark conversations while reminding consumers that this end-of-the-week treat is only complete with Sarson’s,” said Mizkan Europe brand manager Noa Hasegawa.
The campaign builds on existing PR activity, which includes recipe development and the creation of a brand new website.
The malt category is under pressure from rising popularity of speciality and balsamic vinegars, and as brand leader Sarson’s is keen to maintain its relevance, as well as encourage a younger user.
Sarson’s currently enjoys high brand awareness (87%) (Mizkan brand tracking study Jan 2014) and is found in 23.9% of all UK Households (Kantar 17 August 2014).
Sarson’s Vinegar was bought by Mizkan Europe in July 2012 as part of the £41m acquisition of a number of Premier Foods’ brands, including Haywards Pickled Vegetables and Dufrais.
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