Sarson’s sets up pickling showcase campaign

Vinegar brand Sarson’s is set to launch a new pickling campaign combining two of the hottest food trends street food and pickling with the campaign to be aimed at the younger foodie generation.

Sarson’s new campaign will see the brand partner with street food and blogger favourites with the hopes to offer inspiration as home pickling continues to re-establish its popularity in the UK. The Sarson’s pickling project tasked the participants to create a host of recipes in their individual styles that tap into current food trends and hot ingredients such as barbecue pulled meats, cauliflower and courgettes.

To accompany the campaign, Sarson’s has created a number of how to pickling videos, based on SEO data of the most popular searches around pickling. The videos feature more straightforward searched for recipes like pickled onions but also cater to the more adventurous with pickled prunes and oriental vegetables recipes.

The 15 videos will be promoted across Sarson’s social channels, pre-roll and YouTube.

Sarson’s brand manager Noa Hasegawa said: “The art of pickling is having a resurgence and we are on a mission to prove that it isn’t just for the older generation but should be in every foodie’s recipe book.

“Our decision to partner with these traders and bloggers perfectly reflects our strategy to highlight the quality of the Sarson’s product to a wider audience and reflects the behaviour of the modern day foodie who looks to these people for culinary inspiration.”