The brands said they have joined forces to celebrate the classic cheese and pickle flavour combination through their marketing activity. The tie-up will focus on driving frequency of purchase and usage through on pack promotion.
An on pack campaign, starting in July and running until end-September, will give consumers the opportunity to win a year’s supply of cheese or pickle. The two brands will also create a series of recipes highlighting ‘new and exciting’ ways to combine the two foods, which will be hosted on a bespoke website (www.cheeseandpickle.co.uk). These will be supported through a joint PR and social media programme.
In addition, Branston Pickle is partnering with popular street food trader Grill My Cheese to create the formula for the perfect toastie incorporating the complementary pairing of cheese and pickle. This partnership will highlight top toastie tips to consumers and will be supported by video and recipe content.