Sarson’s launch campaign to promote malt vinegar’s versatility

Vinegar brand Sarson’s is set to launch a new campaign to drive consumer awareness of the versatility of malt vinegar and remind consumers the range of uses for vinegar via cooking, pickling and chips.

The Sarson’s Loves Cooking activity is the first of the pillars to launch and will highlight how vinegar can be used in a variety of recipes. The campaign which will run across digital, social and PR, will target the demographic of 25-45 year olds and will focus on recipes that have been strategically developed based on key SEO data.

To accompany the campaign, Sarson’s will also be launching a new 568 ml malt vinegar bottle featuring new Sarsons’ characters, a chilli and a mushroom, created by artist Paul Thurlby.

Sarson’s brand manager Noa Hasegawa said: “Consumers are familiar with the more traditional uses of Sarson’s malt vinegar and consumers are starting to experiment; its use in oriental cooking for example is getting more popular.

“Our aim for the Sarson’s Loves Cooking campaign is to educate and inspire consumers on how they can bring out the flavour of their favourite foods using the product.

“Sarson’s can offer a delicious flavour to a hollandaise sauce, or a stew for example, and this campaign will encourage more consumers to experiment with what malt vinegar can add to their cooking.”